FIRST MGMU THEM. IM SECHENOV DEPARTMENT OF PUBLIC HEALTH AND HEALTH BUSINESS PLANNING ACTIVITIES HEALTH ORGANIZATION Associate Professor, Ph. D. Kasimovskaya NA
Plan 1. The definition of "Business Plan « 2. The main sections of the business plan 3. Structure of the business – plan 4. The concept and purpose of a business plan 5. The process of developing a business plan in medical organizations 6. Assessing the level of development of a business plan 7. General recommendations on the use of working maps
The business plan is a comprehensive description of the business and the environment in which it operates, as well as the control system, in which it needs to achieve its goals.
Business plan - a document that describes all major aspects of the medical organization that analyzes the challenges it may face and defining solutions to these problems.
THE BUSINESS PLAN INCLUDE 1. Developing project objectives 2. Assessment of actual economic performance organization 3. Market analysis and client information 4. Determination of competitive strategy to achieve these goals.
The main sections of the business plan are: 1. 2. 3. 4. 5. 6. 7. 8. Brief description Business and Strategy Market and marketing strategy Production and operation Management and decision-making process Finance Risk Factors Apps
The period of time that developing a business plan, is 3 -5 years. For the first year of major economic indicators recommended to calculate more detail, and in subsequent years is sufficient enlarged forecast.
Sequence of the business plan includes the following steps: 1. Decision is made on the introduction of measures to improve the current medical organization or creating a new organizational form 2. Estimated own capabilities medical organization in the project. 3. Determined by the medical services that are will be a task of this project. 4. The capabilities of market data of medical services. 5. Is selected place for commercial activities.
6. Developed: the production plan, marketing plan, organizational plan, financial plan. 7. The possible risks of this project. 8. Prepared to resume business plan.
To develop an effective plan, you need to analyze the external environment and the actual state of the medical organization. ? The structure of the business - the analysis can be represented as follows: The external environment: 1. Prospects for the development of health and medical services market. 2. The state of competition. 3. Consumers of medical services. 4. Trends in the development of the external environment, uncontrolled medical organization, but may impact on its operations.
The internal environment: 1. Marketing. 2. Finance. 3. Production activities. 4. Human resources. 5. Administrative activities.
Section 1. Range Overview or summary of the project, is a compact summary of the plan underlined the real merits Health Organization for potential investors. Particular attention in this section should be focused on the following issues: How much money (funding) will require medical organization for the project? How it will use the money? As a medical organization is going to return money to investors, and in what time frame?
Section 2. Description of services. This section should describe in detail the types of medical services that will be offered to the consumer. We must show what the appeal of these services and what their unique potential for the consumer. Section 3. Description of the environment. Purpose of the section - to show trends in the development of health and place of the medical organization in the industry. You must specify which federal laws, taxes and other environmental factors affect health and present medical organization.
Section 4. Evaluation competition and choice of a competitive strategy. Factors sustainable competitiveness of the medical organization lower costs, specialization, leadership in the quality of services. Section 5. Organizational рlan. In this section, you must specify the medical needs of the organization's facilities, equipment, manpower needed to provide medical services. Section 6. Marketing plan. The main points of this section: pricing, promotion system services to the market's growth strategy of the medical organization
Section 7. Control and ownership. The content of this section is largely dependent on the legal form of medical organization. It is advisable to specify the form of relations with local authorities, higher health authorities. Section 8. Financial Plan. Key indicators section: the need for financial resources, financial data for prior periods, the financial data for the future. In the same section shows the total cost structure of the business entity with allocation of fixed and semi-variable. Such a cost-benefit analysis to determine of the most important performance indicators of medical organization - "breakeven" (or otherwise break-even). Along with the index breakeven business plan should contain forecast sales volumes of medical services. Balance of cash receipts and expenditures, schedule profitability.
Section 9: Risk insurance. It is necessary to evaluate the risks of the proposed business plan of the project. Risks can be of the following types: financial, economic, technical, social. The purpose of this section - to show potential investors that the risks assessed comprehensively and medical organization has identified ways to overcome the risks. The most difficult in the modern planning is to create a fundamentally new system of prediction, typical market conditions. The most important conditions for this are: 1) reorientation created in the country plans to record them, especially the needs of the market for goods and services, including health care; 2) Transfer and priority in the development plan, its approval and implementation of the primary management units - the subjects of the market economy, including medical and health institutions;
The concept of a business plan is appropriate feasibility study activities and prospects of the healthcare facility
The purpose of the development: Planning production and economic activities of the organization to the nearest and remote periods in accordance with the needs of the market and the ability to obtain necessary resources. The importance of planning with the help of a business plan for hospitals: forces managers to engage prospects organization clearly and specifically define its goals and ways to achieve; allows for better coordination of the efforts to achieve the goals; Demonstrates the duties and responsibilities of all hospital employees (managers at all levels to junior medical staff) and functional interdependence within the organization; Makes medical and sanitary institutions better prepared for sudden changes in market relations, increases the rate of adaptation of the medical organization to market conditions; Establishes performance medical institutions necessary for subsequent monitoring.
Business objectives - health : planning the organization are • • • definition of strategies and tactics to achieve long-term and short-term goals of medical institutions; delegation of authority to staff responsible for the implementation of each strategy; setting range of indicators of health services that will be offered medical institution consumers assess the costs of health care; business incentive and motivation of health workers; definition of marketing activities for market research agencies, advertising, sales promotion, conversion, marketing, etc. ; prediction of difficulties and "underwater" stones, which can interfere with the execution of the business plan.
PROCESS business plan development i medical organizations Приоритетные направления разработки бизнес-плана для медицинской Priorities for developing a business plan for a medical organization Determination of market capacity Expediency definition health services provided The comparison of costs and benefits Detection of errors in the activities of the medical organization Assessment of possible costs to sell medical services (value analysis)
I. Stage. Establishment of the organizational plan: analysis of the current financial condition of the medical of the organization; the influence of internal and external factors; quantification of the objectives for the planning period; development of a program implementation of the organizational plan. analysis of the cost structure; solvency analysis; analysis of financial stability; analysis of the prospects.
Determined by business objectives planning medical organizations Creating a strategy for updating the material and technical base of public health: rational use of labor potential due to its restructuring, interchangeability; implementation mechanism of remuneration in accordance with the contribution of each employee to the final results of the medical organization; valeodemograficheskih activation factors in the management of the industry.
Determined by planning methods: analytical, balance, regulatory, economic and mathematical, statistical, and program and target. Specifies the types of standards: standards of time, labor, material costs, state regulations, standards organization healthcare, standards of outpatient and inpatient care, etc. Indicators plans of sanitary statistical, technical and economic, organizational and economic, financial.
Number 4 "Collection of information" Number 5 "Defining groups of clients" Number 6, "Projections of potential demand" Number 7 "customer behavior at bargain" Number 8 "Feature competitors" Number 9, "The development of competition" Number 10 "Scope of medical institution in the relevant year" Number 11 "Leading the opportunities and challenges" Number 12 "Tasks institutions in 5 years" Number 13 "Strategy institution" Number 14, "Defining targets for sales" Number 15 "Features of the market"
Number 16 «Of sales Plan" Number 17 "Characteristic directions for improvement" Number 18 "plan to improve" Number 19 "features production (technologies of medical services)" Number 20 "plan for the production of" Number 21 "Organisational institution and its leadership" Number 22 "plan to improve the organization institution" Number 23 "Feature economy honey. Institutions" Number 24 "Plan medical institution in economics" Number 25 "business idea" Number 26 "Free Business Card"
1 Analysis of the health care facility: a) the strengths and weaknesses of the problem; b) marketing, services, improvement of services, production, staff, organizational structure, economics. To analyze the working maps used №№ 13, 15, 17, 19, 21 and 23.
2 Analysis of the environment (the environment): a) The starting point of the situation on the market of medical services: customers, competition, threats, etc. ; b) the possibility of development of the industry and institutions. In this analysis, workers used the card №№ 3 -11.
3 Select the main tasks of the medical institutions in the marketplace. Worksheets are used №№ 12, 25, 26. 4 The choice of strategy. Worksheets are used. № 13. 25, 26. 5 Development plans: marketing, improvement of services, production, staff, organization structure of the institution, the economy. We apply Worksheets №№ 14, 16, 18, 20, 22, 24.
General recommendations on the use of workers' cards: 1) in the working maps a lot of questions. They serve not only to ensure that as much as possible to make a picture of contemporary reality hospital, but also to identify new activities in the provision of medical assistance to the population; 2) not all questions can be applied specifically to your institution. They can be changed according to the profile of its activities and the current state of the industry; 3) there is no single scheme for the planning process. If your company has its own model for preparing a business plan, you can equally well use it, although the proposed operating cards are worth exploring in the event that if they will help you find a new angle.
characteristic information . summary business plan. бизнес-плана The third stage - the execution of a written section name The main objectives of the medical organization, strategy, structure specific activities under the strategy, the definition of the range of services and activities planned outcomes. Types of Description of goods (services), the estimation goods (services) of demand for them, the pricing policy of the organization. Assessment of markets and their segmentation, Target Markets for detection capacity, identification of factors affecting the demand for each segment, the prospects for changing needs, assessment of potential and actual sales. Competition in the The presence of competitors, analysis of their market products and the financial situation, the definition of the strengths and weaknesses of competitors, the development issues of image organization, etc. The marketing plan Goals and strategies of marketing, sales promotion issues, advertising, pricing, public opinion.
section name The third stage - the execution of a written business plan. Activity Plan Institutional Plan characteristic information All issues related to the implementation of the technology and equipment assigned to the medical organization goals. The organizational structure of the medical organization evaluation staff capacity, rationalization of staff of the organization, the definition of personnel policy. Legal support Legal details of the organization, compliance with the of the organization goals and objectives of the medical organization of the existing regulatory framework. Risk and Insurance The list of possible risks and expected damage from this, measures to offset risks, to develop a program of insurance against risks Financial Plans of income and expenses, cash flow, balance sheets. Fnancing strategy Amount and sources of obtaining necessary for the task means to determine the degree of return on investment
Stage IV - Assessment of business plan and return it for revision and processing. Once ready the first version of the plan, it is subjected to critical analysis. Trying to identify weaknesses in the plan, looking for the best ways to provide medical services and identifies risk factors. Thus, the study plan in advance in case of future difficulties and unforeseen situations in its implementation.
Recommendations on the content of the business plan In the first section should cover the following points: 1 The main purpose of the establishment (firm), ie concrete achievements to which it aspires. For such purposes, there can be mentioned: increase in the provision of services; of net income to the extent necessary; increase the share of firms in the existing market, and others. 2 Basic Strategy medical institution (company), designed to achieve these goals. SECTION 3: Composition of specific actions to be taken within a certain strategy. 4 What will the firm in the planning period? 5 What tools are needed for this, and where they plan to get it? 6 What services offered such services better competitors and why consumers will want to use just these services? 7 What are the services rendered (goods) are predicted in the coming years? 8 What is the expected proceeds from their sales? 9 What are the projected costs of their production? 10 What is the expected net profit? 11 What is the level of return on investment in this case? 12 At the end, what term borrowings can be guaranteed to be returned. 13 Specific conditions of the medical establishment (firm). 14 Data on the establishment and registration of medical institutions (firms). 15 Contact telephone management of the institution.
In the second section should provide a description of all existing and proposed new health services by answering the following questions: 1 What services are offered by the medical establishment? Describe them. 2 Name of the service (product). 3 What are the needs (real and potential) are designed to meet the proposed services (goods)? 4 Regularly buying services? 5 As far as volatile demand for these services? 6 Dear Does this service or not? 7 As far as data services (goods) comply with the requirements of the legislation? 8 How long these services (goods) will remain on the market? 9 Which markets and how they are sold? 10 What types of markets are used according to the medical establishment? 11 rank whether markets (segments), which operates or will operate a medical facility, according to the commercial market efficiency and other criteria? 12 What influences the demand for these services in each of these segments? 13 As proposed to respond to these changes? 14 How is the study of the needs and demands, and others. ?
In addition, it is also necessary to conduct a thorough analysis of the production and economic profile of the main competitors and market strategy. It should include answers to the following questions: objectives and marketing strategy; pricing; distribution scheme of medical services (products); methods of sales promotion; organization of after-sales customer service, advertising; formation of public opinion on the health care facility and its medical services (products).
In the third section describes the main objectives for the period of the business plan or a five-year term. It should provide a clear picture of: What kind of medical institution created or already in operation? What will be the margin in five years? What will be the position at this time na market? What tasks can be put to new customers and markets? What tasks are to improve services to the organization staff, scientific and methodical process in this institution?
In the fourth section reveals a strategy that gives you an idea, through which activities can achieve their goals. There must be answers to such questions as: 1 What are the objects of sales? How is the marketing of new customers? 2 Which customers, customer groups and what services (goods) are vital to the health facility (the company)? 3 What are the main methods in marketing? 4 What are the benefits of competition it is advisable to develop in different activities? 5 What methods are the most basic? 6 What resources are directed? 7 How to behave in the competition? What are threats and opportunities are seen in the future? How they need to respond? 8 Due to which there is a development, the expansion of health care? 9. As the role is played by the income, profits, individual sources of finance?
The fifth section is devoted to marketing planning. Its preparation and writing impossible without market research, competition, pricing and information.
Plan for improving the health care provider (sixth section) gives an idea of how a medical institution renews the range of services in accordance with the growing demands of the market. In this section of the business plan should identify specific actions to improve services. They should include answers to the following questions: 1 How is the organization works to improve services? 2 The current situation of services in terms of its "life cycle". 3 Current and future projects to improve services. 4 What are the remedies-service products?
The seventh section. Production plan describes the capacity of medical institutions, the technical level of medical equipment, inventory, and the prospects for improving the material and technical base. Furthermore, it should answer questions such as: 1 Does this establishment original methods of providing services, goods, how they affect the achievement of health, social and economic efficiency? 2 What are the challenges in health services? Which suggests ways to address them? 3 What part of the intended services can be provided through the development of the medical establishment, and what part due to the additional investment? As an application, it is advisable to set out measures for the development of service delivery and investments in a more detailed form.
In the eighth section of the medical authorities (firm) stated questions: legal and economic status in terms of ownership and possible changes in the strength of the divestiture of health facilities and health resort areas of privatization; organizational structure of the institutions of the system of the social division of labor in them; competence of managers and their professional and organizational skills; organizational development and strengthening of the state; attract specialists side et al.
The task of the ninth section of the business plan - to show prospective investors or creditors, potential risks to the realization of the project and the main methods of protection against their effects. In writing this section, you must address the following key points: 1 Bring a list of possible risks, indicating the probability of their occurrence and expected damage from it. 2 Describe the arrangements for the prevention and neutralization of these risks. 3 Provide insurance program risks.
Tenth partition. The financial plan is a set of developed following campaign reporting documents: Operational Plan (report) income and expenses. Plan (report) cash flow. Balance sheet (plan).
The financial section of the business plan should demonstrate the following key points: • profitability: allows you to assess whether the enterprise is quite attractive for business participants to consider the beginning of their involvement with the risk-based • cash flow: allows you to assess whether the investment in the business safe and whether the payments owed to participants, carried out in accordance with the schedule.
Financial section of a business plan consists of three basic financial statements balance sheet (Figure financial solvency of the business) profit and loss account (gives information on profitability) cash flow statement (provides information on the business's ability to generate cash and meet its financial obligations)
Calculation of the unit cost of a product or service is to establish unit prices of products / services and to identify variable costs (mainly the materials used in the production process) per unit of product / services. The price must comply with the provisions of section marketing business plan, as well as variable costs must comply with section plan of production and operation. In the eleventh section defines the profile of funding, that the main sources of financial resources and their relationship.
Assessing the level of development of a business plan Test content and readability of the business plan, you can use the following questions: 1 Can I use a business plan to get a clear picture of the activities of the health institution and its services? 2 Dana there a clear picture of the changes taking place in the internal and external environment of the institution? 3 Competition. 4 obvious problem if the medical institution to which it aspires? 5 Is the basic strategy effective? 6 Are the interventions correct and sufficient to achieve the objectives? 7 Market. 8 Improvement of health services (products). 9 Improve methods, technologies of their provision. 10 The organizational structure, staff. 11 Economic Indicators. 12 Are there any prerequisites for profitable growth, to improve the health, social and economic efficiency? 13 Art thou loosed from any risk factor without attention? 14 When the fashionable expected return on investment and obtain income investors? What is its value?
Standard profit and loss account shows the (financial headroom). Standard profit and loss account Sales А variable costs raw materials, sales taxes, and other variable costs, changes in inventories Total variable costs B B gross profit С=А-В constant expenses depreciation, staff, rent, insurance, advertising, utilities other taxes (other than income tax), other Total fixed costs D Net profit before interest on loans and taxes Е=С-Р Interest on loans F Net income before taxes G=E-F Tax on profits Net profit after tax H I=G-H
Business plan begins title page. In the title must indicate name of institution, address, nature of the plan (plan for establishing a jointdevelopment project of the existing institutions, etc. ), the originator of the plan and general information. Typically, a business plan in terms of a fairly extensive, so for convenience the number the pages, make a list of the sections and put it on the jacket of a paged index.
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