2. ThE ChALLENgE
Analyze the Bienestar’s case study as given to
us by the Grameen Creative Lab applying the
structure of the Business Planning lecture.
3. » 15% of population without medical insurance. » Lacking facts, statistics, benchmarking.
» Private insurance delays payments of doctors. » Wikipedia as a source is not sufficient (official statistics,
studies, etc).
» Extreme low quality in health services provided to the poor.
» Poor infrastructure and shortage in public hospitals.
ThE PROBLEM ADDRESSED
4. » Provide high quality health services to mothers, their » Why should it be initially be focused on women, children
children and women in poor areas (target: poor and and pregnant women.
marginalized communities).
» Copying business model of SER Argentina. (Adaptable?)
» Introduce a special card entitling cardholder to access
this cheaper medical treatment.
» Education / prevention campaigns taken into consideration?
» Provide access to affordable primary health care treatment.
» Provide health care where treatment costs 40%-50% less
compared to market prices.
ThE BIg IDEA
5. » Based on the successful business model of system “SER” » Why do women need more medical attention?
in Argentina.
» Statistics on single moms, divorced, supporting family,
» Patients gain access to a network of doctors and health number of children per family, birthrate, child death rate, etc.
care centres that offer the patient services / medicine for
up to 60% cheaper than standard costs.
» How does the medical education system (university)
function in Colombia?
» Medical services offered by the state are poor; wait long
time to get treated.
» Regulations or policies? (to practice medicine directly
from university)
» Women doctors for patients’ intimacy?
ThE REASONS
6. » Grameen Bank - value: visibility (yet another social business)
» Government of Caldas - value: further improve health
care system?
» Doctors - value: patients pay up front/ higher volume.
» Health clinics - value: more patients & visibility. Capacity?
» Health care centres (Manizales and around) - value: more
patients.
» IT providers (they need to collect and manage patient
history and info) - value: improving SER model?
» Office workers (call centre lines and administration) - value:
create new jobs.
» Hospitals - value: they get paid by insurance instead of
the government?
» Opinion leaders from the community (they approach
people in church)?
» Media agencies (communication campaigns).
ThE TEAM, ThE VALUE ADDED & WhO TO INVOLVE
7. Desktop Research + Benchmarking + General Questions health care? Where did the $5 pricing on the membership
come from?
» Doctors without borders - (benchmarking)
» Salaries in Caldas/Colombia? - minimum wage established
» Check working model of SER in Argentina (benchmarking) by the Colombian government?
» Insurance? How much are they charging? (benchmarking » Does GCL have all the core skills?
with private sector).
» They are partnering with the public sector so, are they
» Public sector, how is it working currently - (any benefits following any strategic development plans? Do we know
added)
what the Colombian/Caldas government has planned for
» How many doctors are in Caldas? (enough local labor the development of the region? Are there any other type
force?) of investments already being done?
» Any endemic diseases Caldas/Colombia suffers from? » What makes them competitive against the local health
care system (free)?
» What are the main causes of health-related deaths? What
is being done today to prevent them? » How is a doctor’s career developed and what are the
prospectives? Right after medical school? After years of
» Ways of prevention? experience? After retirement?
» To what extent of illness are people willing to reach before » How much is a doctor paid on average by the insurance
visiting a doctor? provider per a clinical visit? What are the general
» How much are poor people willing to spend on insurance? agreements for that sector?
How much on average do they spend a year now on
ThE TEAM, ThE VALUE ADDED & WhO TO INVOLVE
8. » The Bienestar case study at hand does not provide financial » The Bienestar model so far is being copied from the
analysis nor a revenue model. Argentina SER model with very few changes. We need to
have sufficient market research, possibly through surveys
» The only future outlook mentioned is to obtain 3,000 and interviews, in order to understand if this model fits
patients by the end of 2011.
Caldas’ culture.
» How will this model become self-sustainable? How long
will it take Bienestar to break-even? Where will the initial
investments come from?
ThE REVENUES
9. » The system offers patients a card for approximately $5 » How was the pricing of $5/year suggested? What are the
per year with family discounts available. facts & figures supporting this cost keeping in mind that
the SER model in Argentina charges $3.22/year?
» Patients have access to medicine for up to 60% cheaper
than standard costs. » How will they ensure that the patients have access to 60%
cheaper and yet healthy medicine?
» Prices of health care centers for Bienestar members in
Caldas still to be negotiated when the membership number » What if the prices the health care centers charge are too
reaches 1000 people. expensive?
» What about taking into consideration any additional costs?
For example the call center lines for client complaints and
the performance checkups? How will those costs be
covered?
ThE COSTS
10. » Currently 16 members in Villamaría. » Which are GCL’s indicators? Number of patients (that has
to do with the success of the business not with the quality
» 1 health care system. of the service itself).
» Time related (too early).
» Surveys on quality.
» Lacking graphs, statistics and facts.
ThE METRICS
11. » Only to poor in rural areas. » Rural vs. urban? (cross-subsidization)
» Outreach?
» Scalability? (focusing on other target groups
MARKET SEgMENTATION
12. » Have 3,000 patients by the end of 2011. » Marketing campaign. Webpage?
» 1 health centre in Villamaría » When are they going to break even?
» Manizales: working in the health care center where they » Short-term? mid-term? long-term planning?
register people
» When does it become self-sustainable? (number of patients
vs. clinics & doctors)
ThE TIMELINE
14. PREgNANT WOMEN NEED: YOUNg ChILDREN NEED
» Ecography » Health
» Folic acid » Vaccinations
» Specific nutrition intake » Check-up/tracking for disease prevention
» Gynecologist
» Counselling
15. WhO ARE OUR DOCTORS?
» Young, fresh graduates?
» How to deal with gender issues in Caldas’ culture? (Do women prefer male or female
doctors?)
» What will be the doctors’ incentive and benefits to join the program? (ex. job placement for
fresh medical graduates?)
» Can the universities involved in the Caldas Holistic Social Business contribute in any way
to this system?
16. MARKETINg IDEAS (SPREAD IN 4PS)
» Booklet: Know Your Body (for women, pregnant women, children)
» Communicate Bienestar on useful items/material/hygienic products (ex. towels, hand gel,
band aids...)
» Education in schools
17. OThER qUESTIONS
» Health care centers vs. Existing infrastructure (ex. school spaces as they are available in
afternoons after school hours).
» How does the medical education system function in Colombia?
» What do doctors need to achieve before starting medical practice?
» Distribution: Will doctors go to the villages?
» Membership card - Could be functional with added value such as a USB where the patient
.information is stored so different doctors can keep track of medical records
ThE COSTS
