Business Plan on "Marketing and Development"

Business Plan 9 pages (3023 words) Sources: 5

[EXCERPT] . . . .

Marketing and Development

Over the last several years, the use of Internet as a component of medicine has been increasingly brought to the forefront. Part of the reason for this, is because the wide availability of Internet access, has allowed patients to be able to have admittance to a host different sources of information about health. At which point, many people will often use this as a way to gain, a greater understanding of the problem and what possible solutions could be available to them. A good example of this can be seen with a study that was conducted by the Journal of the American Board of Family Medicine. Where, they found that nearly 65% of U.S. households have access to the Internet. Out of this number, 75% of individuals will use it as a way to research various medical conditions they are suffering from. At which point, they take this information with them (to the doctor). This is part of an effort to understand the overall scope of the various challenges that they are facing. Evidence of this can be seen by looking no further than a 90% of physicians reporting, that the majority of their patients will bring information that they obtain online with them. As they are trying to improve their knowledge of: their condition and how the health care professional can be able to augment this information into their diagnosis. (Schwatz 2006-39 -- 45) This is important, because it shows the overall role that the Internet is playing in improving: communication, collaboration and understanding about a host of different ailments.

In the case of Ashley.MedX.com, they are at a unique crossroads, by being able to bring the idea of physician services together with the latest technology. What is going to take place is website, will serve as a go between for patients and physicians. Where, a social networking format could be established for patients to find the right doctor based upon: costs, reviews and the amount of services that they are offering. As there would be an EBay type of set up that allows patients to be able to connect with the doctor of their choice. They would then, have various tests and other medical procedures conducted at the local health care facility. This location would upload the information to the doctor, who can make a diagnosis and provide the patient with traditional health care services. This is important, because it shows how the basic business model of the company will: reduce the overall costs and improve the quality of health care services. The way the company would remain profitable is based upon a fee that the individual and doctors would pay for this service.

As a result, this means that the overall quality of care can improve, while the underlying costs are declining. This is significant, because it shows that the business model of the company can address a unique demand that consumers will have. Where, incorporating these elements together to create one of kind solutions that is not offered in most areas. At which point, the company can be able to fill this void, by offering them innovative solutions for a host of health care services. To fully understand how this model can be implemented in a modern day health care environment requires: conducting an environmental study, a SWOT analysis, looking at the different stakeholders and marketing efforts. Together, these various factors will provide the greatest insights, as to how Ashley.MedX.com can be able to meet the demand for this new market that is quickly emerging.

Environmental Analysis

There are a number of different flaws that currently exist in the U.S. health care system. This is challenging, because the U.S. is known for innovative treatment options and medical breakthroughs in a host of areas. Yet, beneath these positives, the underlying flaws are creating situations where vast disparities are occurring. As a result, the overall situations facing the health care system continues to become even more problematic. This is because the different weaknesses are not being addressed. The most notable include: rising fees, high prescription drug costs and a maze of regulations surrounding various government programs (such as Medicare and Medicaid). ("Current Flaws in the U.S. Health Care System")

Fees are a major factor that is having an adverse impact, upon how much money Americans are spending on health care services. Evidence of this can be seen with the fact that 16.9% of the GDP or $1.9 billion (on an annual basis) is being spent on health care services. This is the highest of any of the developed nations. Where, the underlying costs are continuing to eat away, at how affordable the various health care services will be in the future. This is having an adverse impact on the system with: insurance companies, government programs and physicians limiting the types of programs that patients qualify for. Over the course of time, this has forced the number of uninsured Americans to skyrocket, as they cannot afford the higher premiums from rising cost. This is significant, because it is highlighting how this flaw could be used by Ashley.MedX.com to: provide benefits for physicians and patients. ("Current Flaws in the U.S. Health Care System")

The high costs of over the counter prescription drugs are contributing to the problem, due to the fact that there are no generics available. The reason why is because, many of the different drug manufacturers have patents on the various medications that they develop and sell. The idea is that they can seek protection for their new drug and then provide the necessary funding / research to bring it to the market. Once it has been approved for sale by the FDA, is the point that the drug manufacturer will attempt to recoup their costs (in the form of higher prices for the medication). For patients and doctors, this means that they have one choice available when it comes to purchasing the required drugs. This is important, because it shows how the use of prescription medication is helping to cause the overall costs of health care services to increase. In the case of Ashley.MedX.com, this could be beneficial as the site will serve as a go between for patients and doctors. At which point, the use of this technology could mean that they may be able to obtain the drugs from other sources (such as online or overseas pharmacy). ("Current Flaws in the U.S. Health Care System")

The maze of regulations surrounding different government programs is challenging, because it: forces physicians, health care providers and insurance companies to have to hire additional staff to be in compliance with various regulations. This is troubling, because it means that the overall costs for providing different services will increase. At the same time, many of these programs may only pay a percentage of the underlying fees for health care services. This is problematic, due to the fact that these costs are recouped, in the form of higher fees for everyone not using these services. In the case of Ashley.MedX.com, this would help to reduce costs (by providing effective solutions) in finding the lowest priced health care services available. This is important, because it shows how the company can be able to offer a number of unique benefits for both health care professionals and patients (who are seeking the best services for the lowest costs). ("Current Flaws in the U.S. Health Care System")

SWOT Analysis

To determine the effectiveness of the business model for Ashley.MedX.com requires conductions an analysis of: the different strengths, weaknesses, opportunities and threats (SWOT). This will provide the greatest insights, as to the overall practical economic viability of the strategy going forward.

As far as the underlying strengths are concerned, the company is in unique position to benefit from the increased demand that consumers want from health care providers. Where, they want to be able to use the internet and other forms of technology, to improve communication as well compare prices for various services. The problem is that the majority of health care providers and doctors are not providing them with the kinds of solutions. Evidence of this can be seen with a study that was completed by National Institute of Health. They found that the total number of people using the internet to communicate and coordinate with their doctor was just 10% all patients. Within this number, they found that the majority of patients using this kind of solution were: those who were considered to be suffering from serious, terminal conditions. This is important, because it shows how Ashley.MedX.com is at the forefront of being able to capture a unique market that has yet to be embraced by the industry. As a result, this advantage could help the company to become the equivalent of health care Facebook and provider rolled into one (for the industry). Over the course of time, as these various solutions are continually embraced, the odds increase dramatically that the company can be able to redefine the sector and the… READ MORE

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