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Related Experiment Videos

An initial marketing/financial screen for a multiprogram urgent care center.

T T Craig

    Journal of Health Care Marketing
    |November 6, 1986
    PubMed
    Summary

    This framework evaluates urgent care center feasibility using a marketing/financial screen. It provides objective criteria for decision-making, bridging strategic planning and implementation for improved project success.

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    Area of Science:

    • Healthcare Management
    • Business Strategy
    • Financial Feasibility Analysis

    Background:

    • Establishing new healthcare facilities requires rigorous evaluation.
    • Urgent care centers present unique market and operational challenges.
    • Strategic planning must transition effectively into operational implementation.

    Purpose of the Study:

    • To present a framework for evaluating the feasibility of an urgent care center.
    • To establish an objective process for decision-making regarding new venture implementation.
    • To bridge the gap between strategic planning and the operational realities of a new business.

    Main Methods:

    • Development of an initial marketing/financial screen as a feasibility evaluation tool.
    • Phased approach incorporating program requirements, market share forecasting, operations, physician relations, and marketing surveys.
    • Utilizing objective criteria to filter proposals and inform continuation decisions.

    Main Results:

    • The marketing/financial screen provides a structured basis for proceeding, identifying risks, or abandoning a project.
    • Each phase offers evidence to support or refute the viability of the urgent care center concept.
    • The process facilitates informed management decisions by outlining risks and commitments.

    Conclusions:

    • The marketing/financial screen serves as a critical tool for assessing new venture feasibility.
    • This framework enhances the likelihood of success by grounding strategic proposals in objective reality.
    • It facilitates early involvement of key stakeholders, preparing for effective implementation.

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