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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
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.
Physical Description
Outpatient Care
Maternity services including antenatal care, postnatal care and family planning
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
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.
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.
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.
4.0MARKETING PLAN
• 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
8%
4.2.1 PRODUCT
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
4.2.3 PROMOTION
Advertising
• Brochures: these will be given to customers who access Atuwa medical services.
• 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.
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.
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
performance incentive
Breakdown of machinery
medium high autonomous maintenance
commitments