| 1.3. Developing a Business Plan
 Management and Staffing
This section describes the management structure of the clinic and
a summary of the roles, responsibilities, and qualifications of each
manager. The section should include an organizational chart depicting
staff relationships and how decisions are made.
Marketing and Outreach Plan
The marketing and outreach plan should demonstrate to lenders and
others that the clinic can attract patients and that services will
be optimized. The following topics should be discussed:
- How will the clinic attract
the target population?
- Who else in the market
provides the same or similar services?
- What is the clinic’s
competitive advantage? What makes it unique?
- How is the fee schedule
determined? How does it balance affordability for the patient with
adequate revenue for the clinic?
- Is the clinic accessible
to patients? Is public transportation available?
- How will the clinic be promoted?
Is promotion necessary?
- How will potential patients
know about the clinic?
- What are the short- and
long-term estimates of patient volume?
Tips
- Clinics must actively promote their services to the target
population to ensure adequate patient flow in all demographic
and payer categories.
- Promotions
must be culturally relevant and focused toward major social outlets
used by the target populations.
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