Business plan to establish a CT colonography service

Area of Science:

• Radiology
• Gastroenterology
• Health Services Research

Background:

• Computed tomographic colonography (CTC), also known as virtual colonoscopy, is a noninvasive imaging technology for colorectal cancer screening.
• CTC presents potential advantages over conventional optical colonoscopy (OC) in terms of risk and patient tolerance.
• Recent policy changes, including temporary Current Procedural Terminology codes from CMS, may increase CTC accessibility and adoption.

Purpose of the Study:

• To detail the business planning process for establishing a new Computed Tomographic Colonography (CTC) service at the University of Iowa Department of Radiology.
• To evaluate the clinical need, efficacy, market potential, and financial feasibility of implementing CTC.
• To develop a strategic plan for launching and promoting CTC as a leading cancer screening service within an academic medical center context.

Main Methods:

• Review of scientific and clinical data to assess CTC's need and efficacy.
• Analysis of local market data for patient and procedure volume estimation.
• Financial modeling for return on investment, resource requirements, and operational impact.
• Development of a marketing and publicity strategy to drive service adoption and public interest.

Main Results:

• The business plan integrated clinical efficacy, market analysis, and financial projections.
• Consideration was given to the operational integration of CTC within existing hospital and departmental functions.
• A comprehensive marketing plan was developed to position the service and stimulate early adoption.

Conclusions:

• The business plan provides a framework for initiating CTC services, addressing clinical, financial, and operational aspects.
• The strategy emphasizes CTC's role as a noninvasive cancer screening alternative and its potential for future insurance coverage.
• The plan incorporates the unique research and educational missions of an academic medical center.