Marketing Plan for a Doctor's Office Business Plan

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Business Plan: Florida Adult Medicine and GYN Specialists LLC-S

Operation plan

Florida Adult Medicine and GYN Specialists LLC-S is designed to provide affordable care to patients via six APNs and one physician. The organization will offer a personalized model of care with minimal levels of bureaucracy in a manner that will empower patients. Patients will be able to make appointments and keep track of records via a secure patient portal. Patients will also be able to access information about their GYN specialists using social media and other forms of technology. "The implementation of interactive technologies that can be used in the engagement and education of patients directly in the care setting have also brought significant opportunities for impacting patient experience. Beyond the clinical setting, better scheduling technologies at the front end and the use of CRM tools to support post care follow-up can play a role across the patient journey" (Johnson 2012). The operations plan is to provide a highly personalized approach to care with minimal levels of bureaucracy and administrative costs.

Operations of facility and competitive edge: Key elements

Personalization of services will be one way to gain a competitive edge over other institutions in the marketplace. The facility will remain small and relatively intimate to give patients a sense of reciprocity in the relationship with their physicians. They will also be able to be connected via the Internet to access their information, appointments, and other information by using a mobile app. This will also reduce costs given there will be less of a need for administrative staff to field inquiries regarding patient records.

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Also, allowing patients to manage their data is relatively inexpensive, particularly given the options of cloud storage. The facility will gain a competitive edge by offering a 'nursing' perspective in terms of patient-focused care through the use of APNs but will still have a physician on staff to provide care when necessary. Patients will gain a sense of empowerment over their health which is particularly important regarding GYN specialty services, given this touches upon such a personal aspect of patient's lives.

Marketing research

Keeping track of data regarding patient usage is essential. While patient data must be securely protected under HIPAA, an institution can still survey the data to see who it serves, what procedures are most common and in-demand, and the demographics of the patient population. Given that Florida Adult Medicine and GYN Specialists LLC-S serves an adult population base, the services it offers must be tailored to a fairly broad population. Monitoring data is essential to address the concerns of a constantly-changing population. However, being mindful of patient privacy is essential. "With limited exceptions, the [HIPAA] Rule requires an individual's written authorization before a use or disclosure of his or her protected health information can be made for marketing. So as not to interfere with core health care functions, the Rule distinguishes marketing communications from those communications about goods and services that are essential for….....

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