1davidjf.free.fr/mkingplan/samba2.doc · web viewo the increasing costs of health care ; the french...

1. CONTEXT

Medical care has always been a relevant issue divided up between the necessity to provide high quality health care for everybody and with the cost it represents for the government. Our clients live in a highly charged, fiercely competitive environment. It is essential that they get to market quickly and cost effectively with products that have a high probability of success.

The market of French health care represents a huge stake for the government and for people accounting for 162 billions of euros of expenditure each year.

OK

The French government put an emphasis on a legitimate access to medical care through a lawimplemented in 2000 “Universal Health Coverage”. It aimed at providing free medical care forlow income people not covered by a complementary insurance.Moreover other environmental changes such as gradually ageing population, extended lifeexpectancy and growing number of undocumented immigrants converted health care into amore and more costly issue.This involved a change in the shape of medical organization. However the environmentalchanges tend to point out a disengagement of the government willing to limit medicalexpenditures.Consequently it led to change the repartition of the sources of funding (divided into public andprivate sector) granting a biggest part to the private sector (accounting for 26% of funding). Thisis the solution for reducing cost. Nevertheless increasing costs also comes from the steadymodernization through the diffusion of medical technology. Today technology is part of hospitalthrough medical machines, computers and security system.

Many stakeholders are involved such as patients, doctors, hospitals, pharmaceutical industry, health insurers, care management providers, and the government. They form the core of any healthcare system and they should have a better access to medical information.

Some major trends are also affecting the market. One of the major challenges is that today patients have no practical way of accessing or transporting their vital information.

OK

Hospitals are not able to share the information they have on their patient. This situation raises administrational problems since each time a patient comes for the first time in a hospital he has to be fill a registration paper.

There is a real problem of information transfer that led to effective lost of time and affects the quality of health care .What’s more we noticed that vital information is not shared between

hospitals and that patient do not get access to it. Both patients and hospitals would benefit from having lifelong access to this information.

OK, but your solution is missing from this synthesis…

2. OBJECTIVES

Our main objective is to capitalize on the French emergency & critical care system, to provide better medical and emergency care solutions for all actors of the market. By doing this, hospitals and emergency units will be able to reduce considerably their expenses as they can efficiently work and improve the quality of medical care for patients.

Tools ???

Identity:• Name : Samba Consulting Group• Name of our solution : Samba HealthCare Solution ®• Motto : “ Healthcare Anytime, Anywhere”

Mission : Why do we exist ?We exist in order to provide a main solution for problem encountered by hospitals and to help clients be more informed about their health.

Values : What do we believe in ?- Health care doesn’t have to be out of reach.- A good physician has clients in good health.- The quicker you are in the detection of the problem, the most efficient you are to solve it.

Vision : Where we will be in 5 years ?We want our solutions to be used by many hospitals in all the regions of France, in order to improve many the global care problems, and answer to patients expectations. The attend is obvious and we have the solution : we want to be the leader concerning health care solutions in France.Too early… Remember it is a MARKETING PLAN for a specific creative product/service…

3. METHODOLOGY

3.1 PROCESS

3.1.1 IDENTIFICATION OF OUR ROLE

In order to make our report, we decided to make a first team meeting. First, we thought that having a brainstorming and confront our respective ideas about the given subject would be a great solution to answer to these following questions about the role of our team:

? In terms of identification: who are we now? What is our offer? What is our expertise, know-how? Who are our customers? What is our positioning?

Again: that is strategic thinking, not marketing plan…? In terms of objectives: what do we want to become (leader)? Where do we want to be?? In terms of strategy: What will we do to reach this goal? What is our added value,

competitive advantage? What are our core competencies?? In terms of project management: Are we on the right track? How will we control our

actions? How will we verify our information?

Since our team is composed of people coming from different countries and not having the same education, we thought that it will be a great opportunity to construct a cross-functional project. Therefore, we decided to make a Skills Matrix and proceed to a division of tasks among the team, according to our respective skills.

OK

Alexandre 3 3 4

Céline 3 3 4Eva 5 2 3

Jennifer 4 3 3Juan J. 5 4 2

Marianna 2 3 5Sarah 2 5 3

3.1.2 MARKET ANALYSIS & BENCHMARKING

In the second place, we decided to have a global view of the market of French health by collecting data. We used several methods to make our research: Internet, specialized press and

interviews with experts. Thus, we gathered information from different sources and that fed our creativity to propose an innovative project.

After having defined the context and the main problems we had to resolve, we detected the main opportunities, the potential customers and the open markets through a market analysis. Then, we needed to make another brainstorming in order to share our ideas and present a multi-dimensional offer which impacts on several kinds of customers (patients, hospitals and health portal on Internet).OK

3.1.3 RESULTS AND PROMOTION OF OUR SERVICE

When we defined the service we wanted to offer, we thought about the different features we must enhance in order to make the customer realize the gains in terms of time, costs and quality he could earn by using it. That’s why we decided to proceed to an additional data collection, more specific to respond of any objections that our customer could make.

3.2 PLANNINGIn order to make every team member responsible of the project, we have first determined our roles. We created a Simple RAM (Responsibility Assignment Matrix) in order to describe every step of our project (Appendice number 1).

Then, we also wanted to sensitize each one by fixing deadlines for every tasks and creating an action plan. In other words, we prevented ourselves from potential risks like absence in class and illness. Each member has his own mission to accomplish before a fixed deadline. Thereby, the team felt more confident and it’s easier to work together because we could rely on each other.

OK

September, 2006

ACTION PLAN Week 36 Week 37 Week 3d Week 394 | 5 | 6 | 7 | B 11 | 12 | 13 | 14 | 15 18 13 | 20 | 21 | 22 25 26 | 27 | 23 | 29

1 Project hiirkminj

Team project ■Vision statement IMain objectives ■2 PlanningWBS Simple RAM

Skills Matrix

Organizational plan ^M3 Executing

Requirements I_______________Market analysis I I I ISponsors

Partnership

Procurement

4 ReportingRecommendations I I IReport (1st version)

Report (2nd version)

Final report

Project presentation I5 Control checking

Re :riect deadlines I I I IIVerify the objectives

Validate criteria, datas and other info. ITeam meeting ^B ...............................................

LEGENDHighly important |

Important i

Quite Important I

Less important |

OK

4. RESULTS

4.1 MARKET ANALYSIS

4.1.1 STAKEHOLDERS

Analysing the market requires to understand first of all who are the key stakeholders in the industry and how do they interact together.Many stakeholders are represented in the health and critical care industry. Each one has its own requirements and needs.

• The patients ; they are directly concerned by the health and critical care services, as they are the customers. The new trend is that they are demanding higher standards from their healthcare system, and better communication with their doctors. They want to have a pro-active and collaborative action concerning their health. These concerns about higher quality of services will be strongly enhanced as health costs are rising dramatically due to ageing population and extended life expectancy. Patients will have to pay a higher price for health services, and will definitely expect a greater choice in terms of quality of treatments, medications, and emergency service.

• Hospitals that are today facing many challenges concerning health issues such as :o The increasing costs of health care ; the French system is one of the best in the

world, but it still has to face a big challenge for the forthcoming years concerningthe cost management. o A lack of comprehensive and accessible patient

information, especially in case ofemergency, o The difficulty to bring the same level of services on a variety

of locations(emergency on-site, at the hospital, for bedside visits…) o The growing

number of hospitals which have to close because of financialproblems, o A limited and heterogenous use of IT, with IS that are

most of the timeincompatible between one and another department.

• The pharmaceutical industry that is nowadays facing many obstacles in order to bringany new medicine to the market because of :

o The difficulty to monitor the different markets and their requirements to see ifthere is a real need for a particular product. o The difficulty to have a tracking on

the uses of their products, and to establish acustomer profile for their products. o

• The government that is dealing with the continual increase in the cost of providingmedical care. Healthcare politics need a better analysis on the expenditure to spot in anefficient way unnecessary costs and reduce them.

Health insurers that are suffering from the lack of transparency on information concerning the care decisions made by doctors and healthcare providers in general. This opacity has a cost for them and thus for the others stakeholders of the industry.

Yes, but all that is a bit too general thinking, not focused on your idea….

A vision for advancing healthcare throughion for advancing

rough technology4.1.2 EXTERNAL ANALYSIS

The Context

Our clients live in a highly charged, fiercely competitive environment. It is essential that they get to market quickly and cost effectively with products that have a high probability of success.

The market of French health care cumulates at 162 billions of euros each year. Many stakeholders are involved such as patients, doctors, hospitals, pharmaceutical industry, health insurers, care management providers, and the government.

Some major trends are also affecting the market. One of the most important is the rising cost phenomenon contributed to in part by changing demographics, such as gradually ageing population, extended life expectancy and growing number of undocumented immigrants.

One of the major challenges is that today patients have no practical way of accessing or transporting their vital information. Both patients and hospitals would benefit from having lifelong access to this information.

OK

PEST Analysis

PEST analysis is very important. It allows us to consider our environment before beginning the marketing process. In fact, environmental analysis should be continuous and feed all aspects of planning. The organization's marketing environment is made up from :

Political factorsThe health care system in France is really expensive. France government dedicates 10,1%1 of GPD to Health (157 billions euros), in 2003, which one of the highest rate in Europe, and this

Eco-Santé OCDE 2005 Comment la France se positionne

figure keeps on rising. One of the major political measures of the government is to tend to reduce those costs.

Economical factorsAs we said earlier the cost of health care is really important in the French GPD. France spends 2 903 USD2 per habitant in health care. Social security reimburses 75,5% of the medical expenses. But the government is not the only stakeholder in the health care system. Some insurances firm (7,1% of the expenses), private insurances (3,0%) and retirement institutions (2,0%) are also part of the system.

One of the biggest problems in France is the fact that healthcare expenses are increasing since 1998. Several factors are the direct causes to this phenomenon: elder population is rising, hospitals are not efficiently organized, and communication flows between the different stakeholders of the market are difficult. All those factors increase the expenses of the health care system.

Social factorsWays of thinking have changed. In the past people were just passive about their health. They were just listening to doctors and whatever doctors said was true. With the evolution of society more and more people are knowledgeable and active, because they are now able to write and read without any problem and are doing more and more studies. Moreover, with the web you have access to all kind of information. Therefore people can search for and share information. This kind of evolution has made people actors in their relationship with health care system: they want to know what it is about and they want to change doctors or hospital whenever they want.

This conception of the society has revealed a problem: the information about patients is not that easily transferable. A patient who goes in two different hospitals will have two different medical files, which is a waste of time, money and a lack in the organization between different hospitals.

What about privacy issues?

Technological factorsTechnologies is the key word nowadays. More and more people have internet access and havecell phone: 45.382.8003 of people are recorded on the operators lists in France in 2004, and10,9 million of people have internet access in March 20034.Moreover it appears that an important number of people have been connected to medical website: every month 1 french out of 55 visit a medical website.The interest for medical information access is growing and is more and more done throughtechnologies. So there is a real potential market.

Conclusion:According to the PEST analysis we can deduce that there is a potential market in how to inform people and to transfer it to them. A good transfer and availability of patients’ information would be a gain in time and money for hospital and will respond to patient desire for information.OK, good

2 Eco-Santé OCDE 2005 Comment la France se positionne3 Source : ART (Autorités de régulation des Télécoms) mis à jour le 30/ 08/20054 ART (Autorités de régulation des Télécoms) mis à jour le 07/2006

5 www.benchmark.com: La santé sur Internet : performances des sites en matière d’information grandpublic

http://www.benchmark.com/

Downes and Mui’s New Forces Model

The Downes and Mui’s model is interesting because it allows us to look at five classical key areas namely the threat of entry, the power of buyers, the power of suppliers, the threat of substitutes, and competitive rivalry and also three new forces concerning our market.

YOU, in this representation, is supposed to be your company!

1. You : Hospital emergency unit offering a health service to citizens. Facing the growing importance of costs. It’s power is important.

2. Buyers : Patients considered as customers, they expect better communication with their doctors and are keen on having a closer relationship that enables them to make informed treatment. Their power is high.

3. Suppliers : Numerous such as the pharmaceutical industry, and suppliers that deal with the day to day work. They are very important in the hospital lifecycle. Their power is high.

4. Substitutes : none5. Competitors : Private hospitals, physicians, self-medication, alternative medecines.

Compared to hospitals, even if they have an important role, they can compete only in a moderate way. Theur power is medium.

6. New entrants : Us. The Samba Consulting Group offering an integrated health care solution for hospitals.

1. Digitization : The market of health care and especially emergency care is strongly impacted by NICT. For all the actors, digitization is an important force that will continue to grow in the forthcoming years. Power is high.

2. Globalization : Even if globalization will become an increasing important stake for the health industry, its power is medium for the moment as major stakes are at a regional or national level.

3. Deregulation : The industry of health care is strongly regulated by the government in France, so deregulation is not so important. Power is low.

4.1.3 INTERNAL ANALYSIS

The BCG Matrix

The Boston Matrix is a well known tool which was developed by the large US consulting group and is an approach to product portfolio planning. It has two controlling aspect namely relative market share (meaning relative to your competition) and market growth.

At that time of the plan, reader have no idea about your solution !!!!

The Mc Kinsey Matrix

The McKinsey Matrix is more sophisticated than the BCG Matrix to perform a business portfolio analysis on the Strategic Business Units, for three main reasons :

1. The market attractiveness is used as the dimension of industry attractiveness, instead of market growth. Market Attractiveness includes a broader range of factors other than just the market growth rate that can determine the attractiveness of an industry / market.

2. Competitive strength replaces market share as the dimension by which the competitive position of each SBU is assessed. Competitive strength likewise includes a broader range of factors other than just the market share that can determine the competitive strength of a Strategic Business Unit.

The market of medical information and education for emergency situationsSamba Consulting Group : “HealthCare Anytime, Anywhere”

sur 26

3. Finally, the GE Matrix works with a 3*3 matrix, while the BCG Matrix has only 2*2. This also allows more sophistication.

OK

4.1.4 SYNTHESIS : SWOT ANALYSIS

SWOT analysis is a tool for auditing an organization and its environment. This matrix help us to plan and focus on key issues. SWOT stands for strengths, weaknesses, opportunities, and threats. Strengths and weaknesses are internal factors. Opportunities and threats are external factors.

URGENCE MEDICAL UNIT

STRENGTHS WEAKNESSES

Owner of valued equipment / kits / tools Unit financially dependent of the HospitalBest known emergency service (widely-known) Without any practice nor Knowledge of the marketExperimented people Limited resources to investKnow-HowWake-up call (Performance: Financial)

OPPORTUNITIES THREATSPartnerships with entities such as insurance companies, health and educational (public/private)

Preference of customers to get the service / product for free

Agreement with government in medical emergency services

Government regulations against profit in health business.

New IT applications Potential competitor's imitationPatents of procedures (urgencies, terrorism) Internal resistance as reaction of this projectInformation spreading (books, internet, e-learning) Lack of indivual's interest

e-commerce Availability of the staff


Page 10 sur 26

4.2. OUR STRATEGY

4.2.1. SEGMENTATION & OPEN MARKET

Defining our target is key. We tried to scope our project with evaluations of what could be our open and core business markets. The open market is the ideal market, it gives us an idea of how big could be our market. The core business market is composed by people that are likely to buy our services.

Our global solution focuses on 3 different segments as shown on the matrix below :

• The hospitalso Open market : All the hospitals in France. In 2005, there were 995 public hospitals in

France representing a bed availability of more than 325.000 beds.o Core business : We are focusing on a pilot project involving all the HDP (Hopitaux de

Paris) involving 39 hospitals and more than 18.000 employees.• The mobile users.

o Open market : every single person in France who has a mobile. (approximatively 45millions of people) o Core business : we consider people that have a mobile and would

be interested in healthissues, and that are surfing on websites related to health issues. (approximatively 10millions of people)

• The Internet surferso Open market : People that have an internet connection (27 551 000 people in July 2006

according to “Le Journal du Net”). o Core business : we consider people that have an internet connection and would be

interested in health issues, and that are surfing on websites related to health issues.(approximatively 15 millions of people)

OK


Page 11 sur 26

4.2.2. POSITIONING

Ansoff's matrix offers strategic choices to achieve the objectives. There are four main categories forselection.We can note that our products are following market penetration, market development, and diversification

strategies.

• Market penetration because we strongly believe that our existing products are CSF (Critical Success Factors) for you. The market has not reached is full potential, we are here to make you unleash this potential.

• Market development, because our expertise in the Healthcare industry can be a strong advantage for those who will rely on it. The Hospital Information System we are presenting you, has yet proved its worth in several countries in the world and in Europe. The French market is on its way.

• Related diversification, because for us remaining in a well known industry we are experts in doesn’t prevent us from innovating on new markets, and creating services for new customers.

Correct


Page 12 sur 26

5. OUR SOLUTION

5.1. PROPOSAL

5.1.1. OVERVIEW

Our project is an “integrated Health Care Solution” oriented towards :

a) The patients, with the creation of a integrated mobile solution that will :• provide a practical way of accessing and transporting health or critical care

information and emergency procedures everywhere. This will be possible through a WAP / GPRS interface, connecting to a medical web portal where informations will be stored and downloadable.

• allow them to be located in an easier and quicker way in case of emergency through a geolocalization system,

• allow them to have an updated and customizable information on health issues on a website.

-> Main stakeholders & sponsors• Mobiles operators (Orange, Sfr, Bouygues + potential entrants such as Debitel,

Télé2…) -> will integrate software of the ID emergency card in their mobiles.• Hospitals & emergency units -> will provide the knowledge to develop the software• Developers -> Developing concretely the software in coordination with mobile

operators and medical experts, to be downloaded into the mobiles.• Government -> Finance the implementation of the software.

b) You, with the creation of an “extended health care system” that will allow you to• have your patients health records updated by exchanging data with other hospitals in

your area,• allow emergency units to locate in a easier and quicker way emergency cases by

pinpointing the location of the emergency situation through a geolocalization system,• implement an effective demand management policy to optimize the availability of

each hospital, allowing you to save costs, regarding time and transportation,• better communication with other stakeholders of your industry such as the

pharmaceutical industry exchanging data about medecines,• provide medical information for e-learning purposes through a health portal.OK

-> Main stakeholders & sponsors• Hospitals & emergency units -> Will pay for the HCS (but at a lower price), provide &

update the information of the system (patient health record + medical content). Will gain substantially in terms of time, quality of service and costs. (Precise figures will be given later on the budget & costs part).

• Developers -> In strong partnership with us. Will develop the better HCS possible, at a lower price because we will provide them potential markets without efforts (being intermediaries between them and the hospital).

YES


sur 26

Good chart

5.1.2. PLANNING

In order to carry out successfully our project, we thought this planning should be followed: The first month, there will be a continuous communication with our client, in order to clearly establish its needs, its goals and the scope of their transformation. After this period of data collection, analysis, sharpening and decision making period, we arrived to the “Requirement Report”, document containing all the information necessary to develop the tools (IT development) we will need to implement to help our customer reach its goal.

From this point, the outsourced developers, in close contact with us and you will implement after several stages, first the Hospital Information System that is going to help you to efficiently manage all the information about the patients and all other health related and administrative data. The second and third tool will start at the same time, the Geographical localization system throughout cellular devices and the Health Portal in WAP mode so portable phones can manage information.The third system will be functioning a bit sooner as the technology is already in use. On the other hand, the geographical pinpoint system, although is not new, it will be a more complex tool to develop.

This period of developing, implementation, testing, final adjustments and release, that involves all the stakeholders will be parallel oriented. At the same time, SAMBA C.G. will be working keeping you informed monthly or earlier if needed.


Page 14 sur 26

Finally, the parametrization of the system, the training, the feedback and acceptance of the system will be guided by us and it will be supported by the experts who designed the systems, all this to guarantee a smooth transition to a new performant stage.

ACTwrriES Month 1 Month 2 Month 3 Month 4 MoflfA 5 MoflfA 6 Mofltt 7

1 | 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 41 Customer needs

2 Project Charter Definition

3 Data mining

4 Aialysis

5 Synthesis

6 Requirement report

7 Designing

8 Development

9 Implementation --------

10 Testing -----11 Final version ----12 Training

^H13 Feedback

14 Final implementation

LEGENDYouUs

Sub-contractors

OK

5.1.3. BUDGET & COSTS

Our Global Budget

Thanks to the different interviews we had and information we gathered, we could elaborate a budget in order to help you to take the best decision.

Our project is ambitious and that is why we had to give you detailed information about a very important aspect : the cost.


sur 26

OK

Samba “Integrated Health Solution ®” : 1 st Year of Implementation of the IS

The following chart is detailing the budget for the first year of implementation focusing on your new IS system.

EXPENDITURE GAINS

VTTiTJTTS ■TTFTTT^B

IS budget per hospital 3 235 531,79 Organizational Performance 1 203 846,15Our service 0.5% 16 177,66 (5% based on SanaCare Case Study)

Financial analysis 121 138,70Quality of servicePotential new clientsCost of documents retrieval 34 392,72Medical info download 540 000,00

TOTAL 3 251 709,45 TOTAL 1 899 377,58

FINAL TOTAL -1 352 331,88

ADDITIONAL DATA9 millions core market (capable portable devices + interested people)Assumption :30% + 2 times per year for 70 000

patient3 000 000 USD in Washington Hospital s


Page 16 sur 26

A

In order to have concrete datas about integration of a such system, we met Céline Legay, from INFOR France ( ex Systems Union France ), a solution provider.

The implementation of a solution is divided into several costs :

• First of all, buying the licences.We tried to estimate the more precisely the number of users, as each one needs a license. We also give assumptions for the next three years, in order to project you in the future.• Then, the implementation and the installation of the solution. We have to consider the price of the consultants and professionals who will come.• Moreover, training.All the users won’t be trained, but the key users. Afterwards, they will be able to share their experience with the others.Training courses will be directly made in the different hospitals.Little groups will be formed in order to facilitate the communication between the trainers and the trainees. The training session will be divided in two steps :- First step : trainees will learn the bases of the different modules they will use.- Second step : there will have exercises in order to practise what they learnt, and to check if

everything is well-known. It will also help trainers to check if these main users are able to transfer their knowledge to the others.

• Finally, updating.The costs for updates are estimated at 15% of the price of the licenses.

The total costs are above 3 millions of euros for the first year.

Samba “Integrated Health Solution ®” : Following years


Page 17 sur 26

Samba “Integrated Health Solution ®” : Total Budget & Break-even point

Budget £ Costs Projection Year 1 Veai 2 Year3 Year 4 YearS

Expenditure (net) 3 251 709,45 536 206,15 536 206,15 536 206,15 i 536 206,15Actualization rate 1,00 1,05 1,10 1.16 1,22Expenditui e j actualized! 3 251 7*9.45 5*3 016.4* 591 1*7,28 *20 725.*5 *5I 7*1,93Total Expenditure 3 251 709,45 3 814 725.92 4 405 893,20 5 On «1#.*5 5 *7* ÏM.78

Gains 1 899 377,58 1 899 377,58 1 899 377,58 1 899 377,58 1 899 377,58Gains ^actualized) 1 899 377,58 1 994 346,4* 2 094 0*3,78 2198 76*,97 2 308 705,32Total Revenue 1 89ft 377.5* 3 393 724.0^ 5 937 ?H,B1 919* 554.7* 10 495 2*0.10

Total Revenue -1 352 3Î1.88 73 998.12 1 581 894,61 3159 935.9Î 4 816 879.Ï2

GOOD

Samba “Integrated Health Solution ®” : Health Portal Costs

One of our solution is an Internet portal. The costs concerned are the following :• design and implementation• updates• referencement• domain name• content integration• and WAP

The market of medical information and education for emergency situations

Samba Consulting Group : “HealthCare Anytime, Anywhere”Page 18 sur 26

S amba “Integrated Health Solution ®” : Geo Localization

Too late in the plan

We know that 47%6 of phone calls generate the intervention of SAMU. We also know that the SAMU is only one part of the emergency assistance (cf the following graph7).

We know that in 2002, in France, 35 million8 of phone calls to emergency assistance were done frommobile phone. Therefore, we can assume that the same percentage of interventions was done than theSAMU did.47% out of 35 million = 16.45 million interventions.We conclude that out of 35 million mobile phone calls, 16.45 million generate an intervention of theemergency assistance, in France, in 2002.

www.wikipedia.org Service d’aide médicale d’urgence www.appel-urgence.com Different means allocated to emergency healthcare www.inrets.fr in France, in 2002

http://www.inrets.fr/

http://www.appel-urgence.com/

http://www.wikipedia.org/


Page 19 sur 26

• Gain of Time

We know that the first hour is primordial in saving people life. The first 15minutes are usually dedicated to the localization of the victim. With the geo-localization, through GPS, Galileo, the localization is much easier. Therefore, the localization of the victims drops from 15 to 5 minutes, thanks to mobile phone, in other words a gain of 16.6% of time per intervention.

• Costs

According to the table of cost p16, Cost projection, the geo-localization will cost 0.40cents € per intervention when geo localization is used.

As we find out that phone calls to emergency assistance rise by 10%9 each year, we can deduce that the interventions increase too. As a matter of fact, emergency assistance costs will be more important over years.

• Gain of quality

As we said earlier in the report, the phone calls towards emergency assistance are rising; it is easily to understand that if intervention rises, the emergency assistance will have to face a problem. Either increase the time of permanency or reduce the time of each intervention, without reducing the quality of service. Our geo-localization enables organisms to gain 16.6% of time per intervention.

We can assume that an emergency center does 10 interventions a day, so let’s say that each intervention is 2h40 long. With our geo localization, we can win 27 min per intervention. The intervention is no more 2h40 long but 2h13. So we reach 12 interventions a day for a center. The number of people saved is the primordial gain for that kind of activity. Moreover, we can deduce that the faster the person receives care, the better are his chance to survive, later on the consequence, for the hospital, is gain of money (the person will stay for a shorter time in hospital and probably with less examinations).

5.1.4. RISK ANALYSIS

Risks condideration is very important in a project. Actually, although the idea is interesting, there are also risks. It’s why we have gathered those we thought about, in order to help you finding the right contingency plans.

• First of all, about clients.We are sure that our idea is a response of clients’ needs, but unfortunately we can’t be certain that theywill accept it easily.

It would be the worst risk but be sure that we have made our possible to answer as best as possible to their attend.

• Then, about finances. As we want the best for your clients, our project is complex and our solution involves important resources. It could be understandable that we don’t find easily all the money needed.

• Finally, about the users. We all know that those who have difficulties to accept changes are the employees.

www.wikipedia.org Service d’aide médicale d’urgenceThe market of medical information and education for emergency situations

Samba Consulting Group : “HealthCare Anytime, Anywhere”Page 20 sur 26

http://www.wikipedia.org/

U N I V E R S I T E P A R I S

DAUPHINEOur market analysis shows that physicians and other hospital’s employees need our solution. Unfortunately, we can’t forecast their reactions.

Thanks to foreign case studies we gathered, we could assume that it works ! But maybe French hospitals won’t have the same behaviour.

It’s why we made all our possible to facilitate the implementation of the system with training, and support, and above all, with an easy use of the system.

5.2.MARKETING MIX

Product Description

Our solution is an integrated solution. It involves 3 different stakeholders of the health care system: hospitals, patients and emergency assistance. The health portal on the Internet is going to have two different uses. The first one is the possibility for patients to access medical information and to download information as the first emergency care for instance on their mobile phones. The second part of the portal is the possibility for hospital to share information about the patient medical record but also to manage the demand.

Our differentiation

Our differentiation is the diverse use of this medical portal.

1. The first one is the possibility for patients to access medical information and to download some information as the first emergency care for instance on their mobile phones. As we said earlier, emergency health care would be useful (only between 2 and 4% of chance to survive if no emergency acts are done while waiting for SAMU against 20% if those acts are done)10. Unfortunately only 20% of French people know the emergency first care (+20 point in comparison with 10 years ago)11. Information about the emergency first care have top be available. As we notice, more and more people have access to Internet and to mobile phone; therefore the opportunity to download that information on a mobile phone could be a way for people to know how to react in case of accident (35 million of the phone calls to emergency assistance are done from a mobile phone)12.

2. The second part of our project is the possibility for you to share information about the patient medical record but also to manage the demand. One of the problems is hospital’s communication. We try to facilitate the communication flows. Indeed, the patient can have different medical record file according to the different hospital he went to. Thanks to the integrated software system you will have a common database. Moreover the demand management is not efficient as some hospitals are going to have too many beds free in a speciality while in another one with the same speciality is going to be packed. The goal of this system is the communication between different hospitals in order to facilitate and to improve the quality of service.

11

www.croix-rouge.fr

www.croix-rouge.fr

http://www.inrets.fr in France

in 2002

http://www.inrets.fr/

http://www.croix-rouge.fr/



Page 21 sur 26

On the other hand, this software will allow you to efficiently manage your stock. One possibility is that by doing this; you will be able to know the flow of stock consumption and thus avoid unnecessary buying and optimal purchase of products.

3. The third part of our solution is to fasten the localization of the victims thanks to satellite (GPS, Galileo). Thanks to cooperation with the mobile phone companies, it will be possible for the SAMU to pinpoint the accident. The 1st hour is primordial to save people and we have found that in several cases it takes between 15 to 20 first minutes to localize patient in order to bring them into the hospital.

Advantages of the solution:- To give the opportunity to patient to access medical information through a websites: better

chance to save people life.- To have a common database about the patients’ medical records: clear identification of the

patient and its medicals problems therefore reduce the costs of medical examination that cost a lot to hospital.

- To improve the demand management: patient will be send to the right hospital where beds will be available

- To localize victims faster: better chance to save them.

To save people also enables hospitals to reduce costs as use of medicines and time spent in hospital will decrease. But insurer are also involved in this part. As many people we save, less death insurance they have to pay.The conclusion of the advantage is to save time and money through they improvement of the health care system connexion. The goal is not to make hospital win money but to reduce their costs.

Target:

Our target is first of all hospitals and public. The emergency assistance are usually linked to hospital and depend on an hospital.We would like hospitals to integrate our solution in order to reduce costs and improve hospital management. The second target, which is people, is really important because as many person possible will be educated to emergency first care, better will the chance to save people.

Our Price

To find the total price of our service please refer to “Our budget” (5.1.3. part)

Place

The solution will be provided through multiple and indirect channels via our partners and sub-contractors (Geo-localization company, IT developers), and we have thought of the Internet as a channel.

Promotion

Please see Communication Plan

Process

We will outsource the process to engineers who are knowledgeable in IT, because we prefer to leave this part to professionals in order to have quality. But, we will still be at each step of the project, in direct relation with you and with our sub-contractors to ensure the best development possible


Page 22 sur 26

People

We distinguish 2 kinds of people involved in our services:• Consultants (Samba consulting group) who will manage the implementation of the service and

explain how it works.• Doctors/ Professors who will update the medical information available on the portal (not only the

patient medical record but also all the information relative to the health)• Engineers who will set up and implement the portal and create the chip for the mobile phone.

OK

5.3.COMMUNICATION PLAN

Communication Analysis

Communication is essential in each project. As important resources are involved in this system we have to work a lot on our image in order to increase our credibility and our success.

Our communication target is everyone who is related with health care, which means patients, and also hospitals, from all over France.

As it is a serious subject (health care), we have to make our image credible and very serious. People have to trust us.

We can identify 2 types of promotion: one towards people and the second one towards hospitals.

The promotion towards people should be done in partnership with two different actors:• Mobile phones builders and operators: as people are going to buy their phones. Customers

are really interested in what they can download. Therefore the builders and operators should communicate. It will make people aware about our service and added value to their brand images.

• A partnership with organisms as Croix-Rouge or the firemen will be really interesting. Those groups organize and deliver the emergency first care degree. Therefore we can touch a wide range of people and especially young people in secondary school, high school and College (those young people are big downloader from WAP to their cell phone). Moreover it gives to our service some credibility as it communicates through important and respected organisms.

The second phase is the communication towards hospitals:• The service should be submitted to regions or national minister. Therefore the use of the service

would be efficient. We need several hospitals to use this portal otherwise the database will not be complete. So communication at the regional level in first stage would be a way to make all the hospitals of a region using this system.

Diffusion

External :We want to face everyone to problem of health care in order to make them conscious of their attend. We want to help them be better with their body.

Internal :Physicians don’t have a lot of time, they work a lot. It is why their communication has to be quick and efficient.


Page 23 sur 26

5.4. ADDED VALUE

In the Emergency Unit's Value Chain, the patient (Customer) follows a process implemented by the Hospital. This start with supply logistics (Raw materials) in order to secure all resources needed. After that, the medical staff provides the patient with a treatment (an intervention) to finally checkout in good health. The process continuous with all kind of promotions, programs as prevention and complementary health plans. Completing their added value, the Hospital propose to the patients a post-treatment control to ensure his healing process. Their value chain responds to the customer needs as our customer is recognized for his good service.

Our Value Chain, all the members follow an innovative structure (participative), based on information technologies. Our raw material are our client's ideas and desired goals. Thus we start the development of this project to finally implement all the tools designed to help our customer achieve its goal. We also keep tracking the evolution of the project even after its implementation to ensure its flawless operation and to discover new trends to our customer.

The sub contractor's value chain has as raw material, the Requirement Report that we (Samba C.G.) has developed in the project designing stage. We subcontract the development of a Helth Portal in WAP mode, the integration of a geographical pinpoint system and an information database system integrated. Their value chain ends when they, our customer and us have implemented, tested and accepted al the tools designed for our customer's project.

After the acceptance of final test & feedback stage of the subcontractor's service / product: Health Portal in WAP mode so cellular phones can use it, Geographical localization and Hospital Information System. We integrate everything in our process of project configuration. With all these developed tools fully integrated and tested in our project, we implement them into our customer value chain. After final acceptance (including all implementation stages), our customers is now able to efficiently perform at the time cost and time are save and quality continuously improves.

CORRECTThe market of medical information and education for emergency situations

Samba Consulting Group : “HealthCare Anytime, Anywhere”

sur 26

6. REFERENCES

Websites

■ Health portalswww.sante.frwww.portailsante.frwww.doctissimo.fr

■ Healthcare Public Servicewww.sante.gouv.frwww.sante.gov.mawww.inserm.frwww.cepidc.vesinet.inserm.frhttp://www.crc.ca/fr

■ Worldwide Organismswww.croix-rouge.fr

- www.oecd.org/sante/ecosantehttp://www.ifrc.org/fr

■ Survey Instituteswww.ipsos.fr

- www.europa.eu.int/comm./eurostat

■ Other websiteswww.lejournaldunet.com www.benchmark.frwww.fr.wikipedia.org

- www.imshealth.com - http://www.bakom.ch

http://www.europa.eu/scadplus/leg/fr/lvb/l31103a.htm http://www.indexel.net

Books & specialized magazines

? Case Study “France Télécom”? Case Study “Microsoft”? Measuring the cost impact of Hospital Information Systems : 1987-1994 ; Ron Borzekowski? France Télécom : Les nouvelles technologies et l’innovation au service de la santé? Top Public Sector Innovators : Changing the world through government education health care

and Life Sciences.

Interviews


Page 25 sur 26

http://www.indexel.net/

http://www.europa.eu/scadplus/leg/fr/lvb/l31103a.htm

http://www.europa.eu/scadplus/leg/fr/lvb/l31103a.htm

http://www.bakom.ch/

http://www.bakom.ch/

http://www.imshealth.com/

http://www.fr.wikipedia.org/

http://www.benchmark.fr/

http://www.lejournaldunet.com/

http://www.europa.eu.int/comm./eurostat

http://www.ipsos.fr/

http://www.ifrc.org/fr

http://www.oecd.org/sante/ecosante

http://www.oecd.org/sante/ecosante


http://www.crc.ca/fr

http://www.cepidc.vesinet.inserm.fr/

http://www.inserm.fr/

http://www.sante.gov.ma/

http://www.sante.gouv.fr/

http://www.doctissimo.fr/

http://www.portailsante.fr/

http://www.sante.fr/

Françoise MATIVAT-DJAFFERLaboratory Assistant in "Anapathologies et Cytologies Pathologiques"Hospital of Versailles

Colette PerraultManagerCPAM of Yvelines.

Pierre LoubignacQuality Project Manager (Business Unit SFR)SFR Cegetel Group

7. APPENDICES

1. RAM Matrix

I Hem WBS Description Sponsor (JFD) Project Manager Market analyst IT Developer Customer

1 Pi oject Definition2 1.1 Brainstorming L s3 1.1.1 Name for the company L4 1.1.2 Expertise and know how L s5 1.1.3 Division of tasks S L6 1.2 Define the context A S L7 1.3 Highlight the main problems R C LS 1.4 Find creative ideas / solutions A L S9 1.5 Determine the objectives R L S c10 1.5.1 in terms of costs, time and quality L C11 1.6 Enhance the potential stakes R L S c12 1.6.1 short-term oriented L S c13 1.6.2 long-term oriented L S c14 2 Data collection15 2.1 Research via Internet S L16 2.2 Books and specialized magazines C L17 2.3 Interviews (relatives, other contacts) C L18 3 Bench m HT king19 3.1 External environment L20 3.1.1 Opportunities, trends and threats L21 3.1.2 Frameworks and models S L22 3.2 Internal environment L C23 3.2.1 Strenghts and weaknesses L C24 3.2.2 Frameworks and models S L25 3.3 Key Success Factors R L C26 4 Recommendations R A27 4.1 Open markets L28 4.2 Potential customers L29 4.3 IT knowledge L30 4.4 Marketing mix L31 4.5 Costs L32 4.6 Risks L33 5 Team report R A34 « Pi oject |>i esentation R A

LEGEND ^^^^^^^^^MA ApprovalL LeadS SecondaryC ContributorR Reviewer


Page 26 sur 26

1davidjf.free.fr/mkingplan/samba2.doc · web viewo the increasing costs of health care ; the french...

Documents