Border Physicians is a proposed medical practice in Nogales, Arizona that will provide culturally competent healthcare services to the local Hispanic community. The practice will offer services like pediatrics, gynecology, adult medicine, nutrition classes, and free monthly children's vaccination clinics. It will have four physicians, medical assistants, and front office staff who are all bilingual in English and Spanish. The proposed budget for the first year projects a small loss, so the organization plans to apply for another loan, increase marketing, and manage expenses carefully while investing in future growth.

1. Capstone Project
Summary
Border Physicians
By Beatriz Barrera

2. Table of Contents
Executive Summary
SWOT Analysis
Organizational Chart
Products and Services
Advertising/Marketing Strategies
Business Expenses Spreadsheet
Link In Profile

3. Mission Statement
Border Physicians
Mission: We pride ourselves in providing
outstanding culturally competent health services
needed to prevent, treat, and manage diseases at
an attainable distance.

4. Executive Summary

5. Executive Summary
There is a long urging need for bilingual medical services in the US today. According to the 2010 U.S.
Census Latinos made up 17% of the population and only in the state of California 37.6% were Latinos (Hispanic or
Latino, percent, April 1, n.d.). Currently, the border town of Nogales is in a similar situation where bilingual
medical services are not available.
The town of Nogales is a border town in Arizona and is a home to a little over 20,000 residents
(Nogales, AZ Demographics, n.d.). Over 60% of these residents is made of young families with children between
6-17 years old (Nogales, AZ Demographics, n.d.). The facility that will be providing services that will meet the
medical needs of these families and all services will be available in their own language. It will provide services
from family practice physicians, OBGYN, and internal medicine physicians. It will also have its own lab,
transportation services, and will provide once a month free vaccination clinics for children who qualify as low
income. These services will be particularly distinguished because all staff will be able to communicate in both
languages (English/Spanish).
In Nogales there is one 25 bed hospital which was established in 1960 and has served Nogales since
then. Besides that, it only has one more clinic which is Mariposa Community Health Center which offers a variety
a services but is usually very busy and cannot accommodate for the demand of services. There are no other
providers of medical services other than services provided out of the country. This in many cases is not an option
since many times the patient is not well enough to travel or cannot pay out of pocket. This is where Arizona Border
Physicians will be available to provide the culturally competent care needed.
Arizona Border Physicians will work with all insurances and will work diligently to obtain state grant
for the benefit of patients and their families.

6. SWOT Analysis

7. SWOT Analysis
Border Physicians
Strengths
• Provide needed culturally
competent care in the community’s
common language.
• Be available seven days a week.
• Free vaccination clinic once a
month for children.
Weaknesses
• Competition within the same city of
Nogales MCHC and Holy Cross Hospital.
• Difficulty recruiting physicians because of
the size of the practice.
• Unable to recruit the culturally appropriate
personnel to reach the clinics goal.
Opportunities
• Continue to provide care for children of
families and grow bigger as a practice.
• Change the health future of many Hispanic
children for the better.
• Start to change the language disparity
view in health care for the benefit of
patients.
Threats
• Possibility of families moving out of town
do to lack of continued education
opportunities.
• Possibility doctor shortage in rural cities
and towns.
• Not finding Spanish speaking physicians.

8. Organizational Chart

9. Organizational Chart Border Physicians
Chief
Executive
Officer
Board of
Directors
Human Resources
Manager
Office Manager
Office Coordinator
Patient Services
Representative
Patient Services
Representative
Patient Services
Representative
Patient Services
Representative
Medical Assistant Lead
Medical Assistant Medical Assistant
Medical Assistant Medical Assistant
Medical Director
Physician Physician
Physician Physician

10. Organization Continued
 The organization of Border Physicians is a small physician’s group which has a sole proprietor ownership along with the four
Board of Directors. The Chief executive officer (CEO) along with the board of directors oversee the organization’s financial
activities and makes the financial decisions for it. The CEO and Board of Directors are also responsible for making sure the
organization is well staffed and abide and oversee the company’s short and long term goals (What Does a Chief Executive
Officer Do at Work?,n.d.). Along with the CEO, the Human resources manager also manages employees and is responsible for
the recruitment and employment of staff. They work specifically to handle the organization’s employee relations, payroll,
benefits and training (HR Professionals Manage a Valuable Resource: People, n.d.).
 The health care facility of Border Physicians is a small physician’s group. The facility is managed by office manager,
medical director, and office coordinator that reports directly to the CEO and Human Resources Manager. Specifically, the office
manager at Border Physicians assists in the billing process and ensuring all payment, denials, and adjustments are posted in the
amount of time that they are supposed to (What Does a Medical Practice Manager Do?, 2009). Office manager is also
responsible for employee schedules, supervising employees, marketing, facilities/ maintenance and ensures that the facility is in
compliance with state and federal regulations. The office coordinator is in charge of referrals and assists the Office Manager in
supervising employees among other duties as assigned. The Office coordinator directly supervises medical assistants, the
medical assistant lead, and the patient services representatives.
 The organization consist on four physicians with their four medical assistants that are responsible for clerical and lab
duties as assigned by each doctor. The Medical assistant lead is responsible for assisting in coverage if there is any other absent
or missing Medical Assistant for the day and if there are any requests for assistance with any other duty. Also, the Lead medical
assistant is responsible for the autoclave and maintaining the necessary equipment in optimal conditions. There are two patient
services representatives that are responsible for greeting patients, checking in patients in the computers, announcing their arrival,
verifying insurance, and answering phone calls as assigned. The remaining patient services representative’s responsibilities are
answering phone calls and making appointment for patients, sending messages to doctors through the EHR system, and assisting
in billing and coding.

11. Products and Services

12. Products and Services
At Border Physicians we pride ourselves in attending
to the health needs of all families in Nogales and
surrounding areas. We do this taking into
consideration the cultural aspect of the community
and like to provide culturally competent care at no
extra expense. We provide care and services for all
ages from young to older adults.
Services:
 Immunizations (Child and Adult)
 Trigger point injections
 Gynecology
 Ultrasounds
 Pediatrics
 Nutrition and Health Cooking Classes (Bilingual)
There will be also adult medicine services offered at
Border Physicians and will be offered in the
community’s primary language.
Additional Preventive Services:
 Exercise and Obesity counseling
 Preventive and Routine adult services
 Diabetic counseling and classes
 Cardiology (EKGs)
All services provided to our patients will be available
in their own language. Also, All services will be
accommodated for the Spanish speaking community
of Nogales. Besides accommodating Nogales
families with its own children’s playroom it will also
count with the most up to date EMR systems and
optimal internet systems.

13. Marketing Strategies

14. Marketing
 For Border Physicians there is nothing more important than getting known and for people being aware of our services. Because of that, the
most important marketing pieces are interactive social media. Border Physicians will have a Facebook page where patients can “Like “the
page and also add comments. In the same page they will be able to rate our services. This will inevitably make us public and can build lasting
relationships with the public. Border Physicians will also use paid ads online which will give the maximum exposure to Hispanic and bilingual
audience. The Facebook page would serve a means to communicate with patients and start getting known by the community by conducting
contest. This marketing piece will differ from other because it will also be completely bilingual and completely interactive with patients.
Services from the Facebook page will be available office hours and at the same time as the services available at the clinic. People would be
convince to come to border physicians because of our culturally competent services to our patients or to anyone that wants to use our
services.
 The other marketing piece that will be used is radio spot. This is a great way to attract patients. The radio spot will be in the
Hispanic radio where the Hispanic audience can be attracted to the clinic. This marketing strategy is specifically targeted for the older
generation that is not accustomed to managing social media sites or computers. The services that will be announcing through this marketing
piece will our adult prevention classes and also include our completely bilingual internal medicine physicians on staff. Radios spots will be
playing once a day 5 days a week and will also include information such as the services as transportation that is offers free of cost for
patients. Patients will find Border Physicians unique due to their excellent customer service and specially the complete bilingual services.
 The third and last piece that would be use as a marketing piece would be a flyer. Flyers are a convenient way to have a tangible
document and to be able to interact face to face with potential future patients. Since the location of Border Physicians does allow for the
proper and appropriate mail out of flyers of the entire zip code radius. Flyers can also be given out at special events (football games, farmers
markets, etc.) where there is usually a great congregation of people. The main audience for this type of marketing piece would be parents of
children. Parents would be the main target since these would be mailed home and would also be sent home with children from school. The
flyer would emphasize on all the services offered at the clinic but especially the ones offered for children. It would be stated in English and
Spanish. The services stated on the flyer would stand out to parents and recipients of the flyers because it would be in both languages and
would be a tangible piece of information that will be brought sent to them.

15. Border PhysiciansBORDER
PHYCISIANS
SE HABLA
ESPAÑOL
BorderPhysiciansspecializesin pediatrics
and has the BESTbilingual medical services
to meet your needs. It offersgynecological
services, radiology, adult medicine, and
also has incorporated preventive health
classes.
Free Immunization Ev ery M onth!
Every month w e offer free immunization clinics for
children 5-18. Ofrecemosvacunasgratiscada mespara
ninos de lasedadesde 5-18 anos!
Prev entive Health Classes
Please sign up for our family nutrition classesw ho focus
on nutrition, health cooking at home, and diabetic
cooking. These are all cost free and there is no need to
be a patient to participate. Contact our office for more
information. Classesare completely bilingual. Classesen
Español!
Hablamossu
Idioma!
Call Today!
520-555-5554
Monday-Saturday 8-5
555 east M ariposa
Nogales, AZ 85621
In the Walmart Plaza!
“ Because we care”
“ Porque NosImporta”
Sample Flyer

16. Budget

17. Budget
Border Physicians Pro-forma Business Budget
REVENUE Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Operating Revenue
Medicare 10,800 12,500 11,900 16,751 12,458 12,891 13,361 12,000 13,500 16,821 19,550 23,010 175,542
Medicaid 7,022 5,500 6,625 5,350 3,402 5,052 6,008 7,004 9,000 8,542 6,169 7,021 76,695
Private Insurance 10,211 8,211 7,511 6,455 11,555 10,001 9,951 10,601 12,000 8,105 10,100 12,000 116,701
Self Pay Patients 300 210 365 200 310 200 250 150 255 505 400 315 3,460
Loan 250,000 250,000
Total Operating Income 278,333 26,421 26,401 28,756 27,725 28,144 29,570 29,755 34,755 33,973 36,219 42,346 622,398
EX
PE
NS
ES
Operating Expenses
Salaries and Wages 9,950 3,950 3,950 3,950 3,950 3,950 3,950 3,950 6,950 6,950 6,950 11,000 69,450
Fringe Benefits 12,000 12,000 12,000 12,000 12,000 12,000 12,000 12,000 12,000 12,000 12,000 12,000 144,000
Loan Payment (Must be filled in) 1,852 1,852 1,852 1,852 1,852 1,852 1,852 1,852 1,852 1,852 1,852 1,852 22,224
Advertising 4,550 1,500 1,500 2,000 1,500 1,500 2,400 1,500 1,500 1,500 1,500 2,000 22,950
Employee Training 1,500 500 - - - - - 400 500 - 500 1,500 4,900
Housekeeping Expense 1,500 1,550 1,500 1,500 1,750 1,550 1,700 1,525 1,550 1,500 1,550 1,500 18,675
Insurance (include all types of insurance) 500 500 500 500 500 500 500 500 500 500 500 500 6,000
Maintenance and Repairs 1,200 1,300 1,400 1,350 2,000 1,350 1,350 1,350 1,300 1,000 1,200 1,300 15,700
Office Supplies 750 345 400 350 350 300 250 400 375 350 300 355 4,525
Postage 35 23 23 23 23 23 23 23 23 23 23 23 288
Rent Expense - Building 1,200 1,200 1,200 1,200 1,200 1,200 1,200 1,200 1,350 1,350 1,350 1,350 15,000
Taxes and Licenses 300 250 250 250 250 250 250 250 250 250 250 250 3,050
Telephone/Internet Provider 300 315 410 500 350 300 316 300 305 300 400 425 4,221
Utilities 1,010 950 985 990 999 1,100 1,000 1,200 1,000 800 955 900 11,889
Total Operating Expenses 36,647 26,235 25,970 26,465 26,724 25,875 26,791 26,450 29,455 28,375 29,330 34,955 342,872
Net Income Before Taxes 241,686 186 431 2,291 1,001 2,269 2,779 3,305 5,300 5,598 6,889 7,391 279,126
Income Tax Expense @ 45% 125,249.85 11,889.45 11,880.45 12,940.20 12,476.25 12,664.80 13,306.50 13,389.75 15,639.75 15,287.85 16,298.55 19,055.70 280,079.10
NET INCOME 116,436.15 (11,703.45) (11,449.45) (10,649.20) (11,475.25) (10,395.80) (10,527.50) (10,084.75) (10,339.75) (9,689.85) (9,409.55) (11,664.70) (953.10)

18. Budget and Expenses
Border Physicians first year of operation did not end profitable and had an ending balance of
$- 953.10. It is a brand new small physicians group trying to sustain its expenses from the
current revenue. There would need to be an excess of strategies in order to accommodate for
this first years lose. The first step will be to apply for a second business loan in the same
amount of $250,000. Part of that money would be invested in advertising and marketing.
This would benefit Border Physicians by attracting more patients. Second, would be to
managing the expenses and cut out any that are not necessary. Third, would be to invest for
the future expansion of services of Border Physicians by bringing innovative technology and
medical equipment.

19. LinkedIn

20. https://www.linkedin.com/in/beatriz-barrera-
411630123?trk=nav_responsive_tab_profile
Please find me on:

21. Works Cited
Ennis, S. R., & Albert, N. G. (2011, May). The Hispanic Population: 2010 [PDF]. U.S. Census.
http://www.census.gov/prod/cen2010/briefs/c2010br-04.pdf
Hispanic or Latino, percent, April 1, 2010 (b). (n.d.). Retrieved from
http://www.census.gov/quickfacts/table/RHI705210/06
HR Professionals Manage a Valuable Resource: People. (n.d.). Retrieved from
http://www.allbusinessschools.com/business-careers/human-resources/job-description/
Nogales, AZ Demographics. (n.d.). Retrieved from http://www.areavibes.com/nogales-
az/demographics/
What Does a Chief Executive Officer Do at Work? (n.d.). Retrieved from
http://humanresources.about.com/od/job-titles/f/Chief-Executive-Officer-Ceo-Do.htm
What Does a Medical Practice Manager Do? - Manage My Practice. (2009). Retrieved from
http://managemypractice.com/what-does-a-medical-practice-manager-do/