BIENESTAR BUSINESS CASEANALYSIS & BREAKDOWND4SB Group - IED Master Milano 2011
ThE ChALLENgEAnalyze the Bienestar’s case study as given tous by the Grameen Creative Lab applying thestructure of the Business Planning lecture.
» 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
» 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
» 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
» 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
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 onThE TEAM, ThE VALUE ADDED & WhO TO INVOLVE
» 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
» 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
» 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
» Only to poor in rural areas. » Rural vs. urban? (cross-subsidization) » Outreach? » Scalability? (focusing on other target groupsMARKET SEgMENTATION
» 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
PREgNANT WOMEN NEED: YOUNg ChILDREN NEED» Ecography » Health» Folic acid » Vaccinations» Specific nutrition intake » Check-up/tracking for disease prevention» Gynecologist» Counselling
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?
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
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 recordsThE COSTS