Business Plan for Friendly Care Cebu : The Center for Dialysis
Entrepreneurship MBAH Prof. J. Saguinsin
Submitted by: Nannette Bernal-Sundiang 04 June 2016
I. BUSINESS CONCEPT and BUSINESS MODEL
A. Business Concept
Renal disease is the progressive loss of kidney function. End Stage Renal Disease (ESRD) is irreversible and treatable only by dialysis or transplantation. Estimates by the Philippine Renal Disease Registry (PRDR) show that the number of patients starting dialysis rises by about 9-10% per year. In the last five years, the number of kidney patients have increased from 12,000 to 14,000 nationwide. In the Central Visayas region, there are only 21 dialysis centers; most are located in Cebu and are hospital-based. Cebu needs more free-standing dialysis centers to cater to the growing number of ESRD patients
The FriendlyCare Clinic in Cebu is one of six integrated, multispecialty ambulatory clinics operated by the FriendlyCare Foundation, a non-stock, non-profit organization. It is a 499 sq. m. facility located at the GMC Bldg., Legaspi Extension, Cebu City. Services offered at the Cebu Clinic include the following: medical and dental consultations, diagnostic and laboratory services, immunizations, drug testing, and reproductive health services. Since 2010, FriendlyCare has become self-sufficient, with family planning as one of its most successful services. To continue its efforts toward self-reliance and sustainability, FriendlyCare aims to expand its services and to venture into the dialysis needs of the Filipino patients.
B. Business Model
The Center for Dialysis will provide its patients with immediate access to essential, quality renal care services through hemodialysis and peritoneal dialysis services, as well as services for the prevention, early detection and management of renal disease. The primary target market will be residents of Cebu City and the communities immediately surrounding the clinic.
The Center for Dialysis will require a significant investment. FC Foundation will need co-investors for start-up and working capital of Php 5M. It can tie up with dialysis service providers such as Fresenius or Baxter, for its machines, equipment and supplies. The viability of the dialysis center will depend upon the cost for services and the revenues generated by the center, which will provide superior nephrology services and state-of-the-art dialysis treatments. PhilHealth covers dialysis treatments through its Dialysis Package with a maximum benefit amount of Php 234,000.00 per year.
By the end of the first year, the center will operate at a capacity of 50%, and to a full capacity by year three. We will use marketing promotions through print ads, television and radio interviews and the website to reach our target market. In addition, outreach programs for renal health awareness will be carried out in selected communities. As part of our direct marketing to dialysis providers, we will invite nephrologists and family physicians to visit our center.
II. EXECUTIVE SUMMARY
III. BUSINESS OBJECTIVES
A. Vision
Our vision is to ensure that Filipinos have a healthy, happy life by providing a health facility which is effective, efficient, responsive, equitable, and accountable, using the best standard of healthcare. To achieve this vision, we are guided by our core values of Excellence, Compassion, Commitment to Service, and Integrity.
B. Mission
To provide affordable, quality renal health care and dialysis services in a friendly and compassionate manner, through a high-quality, patient-centered, and comprehensive approach to the prevention, early detection, and management of renal disease across the continuum of care to improve our patients' quality of life. By providing accessible, affordable, and reliable renal services and personalized patient care, we aim to become the best dialysis center in the Philippines.
C. Objectives
· The primary objective of The Center for Dialysis is to create a quality dialysis facility at the FC Cebu Clinic.
· To provide in-center hemodialysis and peritoneal dialysis services, as well as home-based peritoneal dialysis services.
· To maximize patient well-being and improve renal health in Cebu by providing preventive and awareness strategies by expert healthcare professionals, and high-quality dialysis services to ensure a comprehensive management of chronic kidney disease.
· To support and assist primary health care services in the prevention, early detection, and management of renal diseases, as well as in raising community awareness of renal disease.
· To apply evidence-based clinical approach to the management of renal patients.
· To promote innovative approaches to training, education, and skill development to further and sustain the growth of healthcare professionals.
D. Key Result Areas (KRA targets) (Qualitative manifestations of the objectives)
E. Performance indicators (Quantified measurements)
The Center for Dialysis will use a Balanced Scorecard to illustrate its KRA and Performance Indicators to achieve its goals.
Objectives
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Measures
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Targets
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Initiatives
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Financial Perspective
• Profitable growth
• Cost reduction
• Asset utilization
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• Market share
• Sales from new clients/patients
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• Increase market share
• Increase annual sales by 5%
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• Marketing
• Link with HMO, clinics, hospitals
• Quarterly monitoring & reporting of cost reductions and investment returns
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Customer perspective
• Excellent service
• Partnerships or linkages with physicians, other clinics, hospitals, HMO
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• Increased referrals from other physicians
• Physician satisfaction with benefits & services
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• Increase number of referring physicians by 10%
• Increase in the number of new patients by 10%
• 100% physician satisfaction
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• Performance surveys
• Reference program
• Customer service program
• New & lost customer surveys to see why customers choose or leave the firm
• Transactional surveys to measure customer satisfaction with the center
• Speaking engagements or CME programs to promote the center
• Quarterly invitations to new corporations and health facilities
• Customer service reviews for periodic assessments
• Customer complaint/comment capture to track & address complaints
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Internal perspective
• High quality renal services
• Market leader in renal care
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• Patient & physician satisfaction
• Market share and Revenue growth
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• Expand patient base and corporate accounts
• Become the best renal service provider in Cebu
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• Customer integration program
• Customer advisory panel to get periodic feedback & advice from customers
• Cost, quality and service leadership
• Evaluate clinic performance
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Learning perspective
• Employee satisfaction and retention
• Physician satisfaction
• Maintain and improve equipment and facilities
• Continuous learning programs to maintain high level of expertise in renal care
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• Employee Turnover rate
• Physician and employee Satisfaction surveys
• Number of employee education & training programs
• Education & training for new technology and equipment
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• Low employee turnover rate
• 90-100% satisfaction
• Recognized as an esteemed center in the renal care industry
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• Employee satisfaction survey feedback
• Regular employee CME & training programs
• Research and invest in the latest equipment, supplies & technology
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IV. BUSINESS ORGANIZATION (Technical, Financial, and Middle Management)
V. EXTERNAL ENVIRONMENT: MACRO AND MICRO MARKET
VI. THE PRODUCT, CUSTOMERS, COMPETITORS
VII. SALES ESTIMATE/PROJECTION
VIII. OPERATIONS (how to produce the product or service)
IX. STRATEGY
A. SPATRES (what is to be done to meet the objectives)
B. Enterprise delivery system
X. FINANCIAL PROJECTIONS/FORECAST
XI. COMPLIANCE WITH REGULATIONS AND EXIT STRATEGY
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