Вы находитесь на странице: 1из 18

2.

0 THE COMPANY, ITS PRODUCTS AND OPPORTUNITIES

2.1 OVERVIEW
Atuwa Medical centre is a health care facility operating in Uganda. This enterprise came up in
2014 as a family business that that is dedicated to full continuum of health care from Primary
care to medical and surgical specialities and subspecialties, thus putting our patients at the
forefront of everything we do.

This business plan aims to diversify the business operations and overcome the many challenges
which include:-, less equipped laboratory which is the engine of any medical services, services
limited to outpatient due to limited space, lack of maternity services, loss of clients who need
inpatient services, missed opportunity of treating insured clients to limited services offered, few
specialized clinics ,missing building clientele by continuous referring patients to other equipped
medical facilities who are direct competitors. Atuwa Medical centre aims to become an urban
upscale private tertiary care centre in the country thus bridging the gap in specialized tertiary
healthcare delivery and serve the segment of Ugandan population that seeks the missing services

Uganda’s health care is still ranked as one of the worst in World and ranked 186th out of 191th as
reported by WHO and statistics shows that ratio of a medical centre offering diagonistic services
is 1:500,000 and for radiotherapy and cardiac catheterization is 1:23 million. With in Uganda
47% offer gynaecology, 40% infectictious diseases,39% psychiatry,38% othopaedics, 2%
nuclear medicine,6% dialysis,9% oncology and 10% geriatric medicine.

UBOS 2014 indicates that Uganda has over 36 million and its economy is estimated to grow at
over 6% per annum for the next 5 years; greater Kampala region has over 5 million residents
with a middle-class averages monthly income of UGX 2,000,000 per month who demand health
services. Whereas the general economic climate seems to be depressed the health facility sector
remains vibrant.

With the improved infrastructure, increased number of diagonistic services, specialised clinics,
well equipped high techno machinery, technical competence and an inpatient services will solve
the above challenges with
Atuwa Medical centre is a private medical centre owned by Atuwaire Kagawa Dan with a
mandate to inspire hope and contribute to health and well being through providing the best care
to every patient through integrated clinical practice, counselling and medical care.

Atuwa Medical Centre is a full-service healthy facility which continuously adheres to the
highest standards of professionalism, ethics and personal responsibility worth of the trust our
patients place in us by treating everyone in our diverse community including patients, their
families and colleagues with dignity. We maintain a friendly, fair, and creative work
environment, which respects diversity, ideas, and hard work.

Patient-centered care is our priority and utilizing of evidence based decision making enables
Atuwa Medical centre to provide high quality services in terms of primary care, medical and
surgical specialities and subspecialties.
Business vision
Our vision is creating a future worth living for every patient worldwide every day through class
patient experience, clinical outcome, research and education.
Business mission
To provide patient-centred healthcare with excellence in quality, services, affordability and
accessibility.

Slogan

“Excellence in healthcare for all”


Business Objectives
Short Term Business Goals
 To set up a medical centre with at least twenty admission beds for inpatients.
 To increase the average visits to 500-1000 patients per day
 To achieve net profit in year one, increasing in year two, by containing costs and meeting
sales goals.
 To increase the number of patients by 30% per year through superior performance and
word of mouth referrals
 To provide all the basic laboratory services with in the vicinity.
Long Term Business Goals
 Produce all kinds of medical services
 Open up and operationalize all the special clinics
 To work with the insurance companies for clientele.
 To develop a comprehensive website that includes online booking capability as well as
additional information about the practice, hours, demographic information, health
information and much more.
 Invest in education and research

2.2 OPPORTUNITY AND BUSINESS STRATEGY


In any developing country like Uganda investment in health and wellbeing of citizens is a key to
generating prosperity. Uganda has a population of over 35 million people and its economy is
estimated to grow at over 6% per annum for the next 5 years and the health of most Ugandans
remains poor, with children at risk, this is due to the Ugandan health care system being under-
resourced, poor managed and unable to meet the demands of a growing population. The United
States of America annually invests nearly $500 millions in the country’s health sector.

It is estimated that the greater Kampala region has over 5 million residents and there exists the
growing Kampala middle-class averages monthly income of UGX 2,000,000 per month out of
which needs good health services. Uganda’s health care is still ranked as one of the worst in
World and ranked 186th out of 191th as reported by WHO and statistics shows that ratio of a
medical centre offering diagonistic services is 1:500,000 and for radiotherapy and cardiac
catheterization is 1:23 million. With in Uganda 47% offer gynaecology, 40% infectictious
diseases,39% psychiatry,38% othopaedics, 2% nuclear medicine,6% dialysis,9% oncology and
10% geriatric medicine.

There are only four established healthy facilities that privately offer the quality healthcare and
Ugandan resort to travelling to foreign countries such as Kenya, southAfrica, India, United States
to get services that cannot be offered in Uganda

For quality health care , diagnostic tests protects consumer safety, reduces healthcare spending
by indentifying the cause of illness and perform the most appropriate treatment therefore now
days medical decisions are based on diagnostic tests of which many health facilities in Uganda
and Kampala lack basic and quality diagnostic equipments.
Many corporate entities in Uganda give their employees medical insurance thus deal with well
established and equipped medical centres thus an opportunity for Atuwa medical centre to seize.

Customers in Uganda will have to find Atuwa medical centre a patient-centred healthcare that
excels in quality, services, affordability and accessibility.

UCC report 2014 shows that mobile subscription stood at 19 million and number of internet
user rose to 8.5 million from 2.8 million five years back. Atuwa medical centre will develop a
comprehensive website that includes online booking capability as well as additional information
about the practice, hours, demographic information, health information and much more.

Atuwa Medical Centre is a full-service healthy facility which continuously adheres to the
highest standards of professionalism, ethics and personal responsibility worth of the trust our
patients place in us by treating everyone in our diverse community including patients, their
families and colleagues with dignity. We maintain a friendly, fair, and creative work
environment, which respects diversity, ideas, and hard work.

2.3 PRODUCTS AND SERVICES

Physical Description

Emergency services and Ambulance

General medical services

Outpatient Care

Laboratory services/diagnostic tests

Maternity services including antenatal care, postnatal care and family planning

Speciality services including

 General surgery
 Obstetrics and gynaecology
 Orthopaedics
 Dental clinic
 Physiotherapy
 Internal medicine
 Family medicine
 Ear Nose and Throat
 Reproductive health
 Pharmacy (well licensed and registered)
 Occupation therapy
 Pathology • Pre- and Post Natal

N.B the list is not exhaustive

2.4 SWOT ANALYSIS

2.4.1 COMPETITIVE ADVANTAGE


Benefits and unique features of Atuwa Medical centre to the people

 Patient-centred healthcare with excellence in quality, services, affordability and


accessibility.
 Fair and best possible prices and discount offers

 a comprehensive website that includes online booking capability as well as additional


information about the practice, hours, demographic information, health information and
much more.
 To provide all the basic laboratory services with in the vicinity.
 Produce all kinds of medical services
STRENGTHS WEAKNESS
 Personalized care  High start up costs
 Excellent location  Depressed economy
 Dynamic leadership with a clear vision for the  Limited space
organization in this new era  Limited funding
 High quality services 
 Huge geographical reach
 Flexible costing
 Well equipped medical facility
 team of well qualified healthcare professional
OPPORTUNITIES THREATS
 Strategic location  unstable exchange rate (some
 Ugandan culture of frequenting new places costs are US$ based)
 Limited service providers  High poverty levels
 High quality services  Adverse government policies
 Insurance policy  Economic slowdowns
 New technology  Insurance plan changes
 Provide diagnostic and lab services

3.0 MARKET RESEARCH

3.1 INDUSTRY ANALYSIS


Atuwa Medical Centre is a full-service healthy facility which continuously adheres to the
highest standards of professionalism, ethics and personal responsibility worth of the trust our
patients place in us by treating everyone in our diverse community including patients, their
families and colleagues with dignity. We provide services including Emergency services and
Ambulance, General medical services ,Outpatient Care, Laboratory services/diagnostic
tests,Maternity services including antenatal care, postnatal care and family planning,Speciality
services including General surgery,Obstetrics and gynaecology,Orthopaedics,Dental
clinic,Physiotherapy,Internal medicine,Family medicine,Ear Nose and Throat,Reproductive
health,Pharmacy (well licensed and registered) and Occupation therapy
Way the business will operate
Ambulance and walk in patients will be received at triage where registration will be done by a
qualified nurse who directs them to either doctor’s room, injection area or surgical operations
and dressing after laboratory examination and them disposed or given a stay at the medical
centre

Characteristics that influence clients to come are quality of services, patient centred care, fair
pricing, customer experience and strategic location of our facility the availability and
accessibility of the quality health services. Atuwa medical centre will have a web based portal
that provides E-services such as online booking, inquiries and any information regarding our
services.

3.2 MARKET SEGMENTATION AND POSITIONING


We see that Atuwa medical services will be appealing to five major market segments that is the
local population, expectant mothers, corporate organizations, injured sports men and women and
health management organizations.

Local population

The whole residents within the area where our medical centre is located must find our medical
facilty as a place for excellence in health services. We plan to reach group of people through
quality and satisfactory medical services and referrals due to exceptional services offered. We
anticipate a 48% annual growth in this segment. As our relationships grow with the locals, so too
will the word of mouth recommendations. One of our future plans is to publish and sponsor local
activities in order to create awareness to any person and increases popularity, carryout male
circumcision, immunization, guidance and counseling and offer free vaccination.

Corporate companies
Corporate organizations such as banks, insurance companies, manufacturing companies, oil and
gas companies Schools et al must be attracted to our services thus frequent our premises. We
anticipate a 32% annual growth

Expectant mothers

We shall conduct free prenatal classes, labor and delivery; operating rooms for caesarean
sections and postnatal care, immunization and many others. We anticipate 12% annual growth

For Injured Sports Men and Women and Health Management Organizations (HMOs), we
anticipate a 8% annual growth.

3.3 COMPETITORS AND COMPETITIVE EDGE


Competition and Other influences

Aside from the competitions that exist amongst various medical clinics, we shall compete against
other healthcare services providers such as home health care services providers, health centers
and standard hospitals.

To be highly competitive in the health care sector Atuwa medical care should be able to deliver
quality patient service and meet the expectations of our patients at all times; and experience
improvement in their health when they patronize our medical centre.

Atuwa medical facility is well positioned and visible, have enough parking space with good
security. Our staffs are well groomed in all aspects of healthcare service delivery.

Our services will be carried out by highly trained professionals (doctors, dentists, surgeons,
opticians, nurses, nurses’ aides, medication management counselors, physical therapists and
other health and non health workers) who know what it takes to give our patients value for their
money.
Lastly, all our employees will be well taken care of, and their welfare package will be among the
best within our category in the industry. It will enable them to be more than willing to build the
business with us and help deliver our set goals and achieve all our business aims and objectives.

Some of our competitors include


Case clinic located in Kampala Uganda.
International Hospital Kampala
Kampala Hospital
Nakasero Hospital
Paragon Hospital

UNIQUE FEATURES OF THE SERVICES TO CREATECOMPETIVE EDGE


services UNIQUE FEATURE
All health care services  patient-centred healthcare with excellence in
quality, services, affordability and accessibility
Atuwa medical centre and web  It will offer services 24/7
portal  Strategically located, managed and maintained.
 It offers customer engagement
 Timely delivery
 Professionalism
 Price discounts

4.0MARKETING PLAN

4.1 Market strategy


• Atuwa Medical centre is both a Business to Business(B2B)and Business to Customer
(B2C)business

• We shall target local population, expectant mothers, corporate organizations, injured


sports men and women and health management organizations that often have a need of
good quality, reliable and timely services.
• Our operations will be based on generating long-term personalized relationships with our
customers and offer all round health care services at affordable prices compared to what
is obtainable in our vicinity.
• Consistently offering high quality health care service delivery and excellent customer
service, we will increase the number of our customers by more than 25 percent for the
first year and then more than 40 percent subsequently.
• We shall done a and feasibility studies in order for us to penetrate the available market
and become the preferred choice for residents before choosing a location for our medical
care facility and shall utilize detailed information and data to structure our business to
attract the number of customers we want to attract per time.
• Introduce our medical clinic by sending introductory letters to residents, business owners
and corporate organizations
• Engage in direct marketing
• Leverage on word of mouth marketing (referrals)
• Enter into business partnership with health management organizations, government
agencies and health insurance companies
• Sponsor relevant community health programs
• Leverage on the internet and social media platforms like Instagram, Facebook, twitter,
YouTube, Google + et al to promote our brand
• Ensure that all our workers wear our branded shirts and all our vehicles and ambulances
are well branded with our medical center logo et al.

• Flexibility in pricing (Change price according to the economic situation in the country).

• Create awareness through search engine optimisation, paid search, social media ,
brochures, newspapers, door to door advertising

• For promotions we propose to have discounts for online booking and advance bookings,
and also a loyalty points system for frequent customers and companies
4.1.2 Marketing Objective

To attract and serve 200-500 clients per day and increase sales by 150% every year after
completely establishing all special clinics of Atuwa medical centre.

MARKET ANALYSIS

Potential customers Growth Year 1 Year 2 Year 3

Expectant mothers 12% 1800 2016 2258

Local Population 48% 54000 79920 118,282

Corporate 32% 18000 23760 31,365


companies

HMO and injured 8% 3600 3888 4199


sports men

Total 100% 77400 109,584 156,104

MARKET ANALYSIS PIE CHART


market segments

8%

32% 48% local population


expectant mothers
corporate companies
12% HMO & ISM

A projected sales forecast is shown for a three year period:

4.2 MARKET MIX

4.2.1 PRODUCT

 Quality Patient-centred healthcare services that is affordable and accessible 24/7.


 Fair and best possible prices and discount offers

 a comprehensive website that includes online booking capability as well as additional


information about the practice, hours, demographic information, health information and
much more.

4.2.2 PRICE
PRICING STRATEGY

• Price tracking: moving around looking at prices of competitors and comparing with your
prices therefore adjusting accordingly in order to out-compete them.

PRICING APPROACH

Cost approach will be employed.


Why:

 Competition will relatively limited.


 Ensure that all costs are covered and desired profit levels achieved

4.2.2.1 COSTING AND PRICING OF SERVICES


Particular Unit cost Selling
in UGX price in
UGX
General services
Special clinics
Laboratory services
Reproductive services

4.2.3 PROMOTION

Advertising

• Brochures: these will be given to customers who access Atuwa medical services.

• Leverage on word of mouth marketing (referrals)


• Enter into business partnership with health management organizations, government
agencies and health insurance companies
• Sponsor relevant community health programs

• Flyers and Stickers: These will always be given out to customers freely.

• Bill boards: these will be placed in strategic locations along the all big centres in Uganda
and highways.

Sales Promotion
• Publicity tools: these will include special events such as grand opening, Atuwa medical
online platforms like websites, Facebook pages, twitter and instagram account, YouTube
videos and annual reports.

• Special events; on these occasions, brochures and flyers will be given out.

• Company websites: These will attract customers from far places; handle online bookings
and reservations, online interaction with clients etc.

• Direct marketing: This will be done through physical interactions with customers to get
an idea of how they feel about the business and referral marketing

• Free male circumcision, immunization, guidance and counseling and offer free
vaccination

4.2.4 PLACE
SALES AND DISTRIBUTION STRATEGY

Channel:

Ambulance and walk in patients will be received at triage where registration will be done by a
qualified nurse who directs them to either doctor’s room, injection area or surgical operations
and dressing after laboratory examination and them disposed or given a stay at the medical
centre

Characteristics that influence clients to come are quality of services, patient centred care, fair
pricing, customer experience and strategic location of our facility the availability and
accessibility of the quality health services. Atuwa medical centre will have a web based portal
that provides E-services such as online booking, inquiries and any information regarding our
services.

5.0 OPERATIONS PLAN.

Business location and facilities


Atuwa Medical centre is a private full-service healthy facility located at ---------------------------
-------------------------------------------------------------------------------------------------

Staffing

Atuwa medical centre employs over 25 staff of different professions who work full time.
The facility will have two full doctors, one full time dentist and six part time specialists.
We shall employ four midwives, two registered nurses, four enrolled nurses , three
laboratory technicians, two cashiers , two receptionists and 2 security guards and three
ambulance drivers.

5.1 Management team


5.2 ADMINISTRATION AND CONTROL

At Glym, we control quality of products through ensuring that the best quality supplies are
delivered, stored in favorable storage conditions and sold off before expiry and ensuring that all
employees work towards the prime goal of business establishment.

Stock levels at the business are be managed to ensure that there are no losses due to stockout and
expiry thus ensuring availability of stock at all times. This will be achieved through studying the
customer purchasing characteristics and matching it with the supply to strike a balance between
demand and supply with no or limited losses in the process.

Routine supervision will be implemented to ensure that the production process is effective and
security personnel will be employed to safe guard the business premises from probable attacks
from thugs. The business will also be insured to reduce the risk of loss in case of occurrence of
accident
OPERATION FLOW DIAGRAM

Risk assessment

Key Risk Probability of occurring Impact on Strategies for mitigation


the
business

Departure of clinic Low High Offer percentage


specialities
of profits in business &

performance incentive

Breakdown of machinery
medium high autonomous maintenance

Theft of property and assets, Medium High Comprehensive insurance and


including fire
Security check up
Depreciation of UGX High High Regular review of

rates pegged to exchange rate;

fixed price import

commitments

Changing government Medium High flexibility and standard


regulations
High operational procedures