Business Proposal: Sport Medicine Clinic

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Electronic Health Records (EHR) -- Pharmacy

Sports Medicine Clinic

This is a plan to develop, open, and operate a sports medicine clinic in Scranton, Pennsylvania, the Scranton Sports Medicine Clinic, serving the Scranton region with "urgent care" for sports medicine injuries, outpatient surgical treatment and rehabilitation.

Market Opportunity

The population of Scranton is estimated at about 72,485 (Scranton, Pennsylvania, n.d.). It is the largest city in the Lackawanna valley region of Pennsylvania, with surrounding communities including Wilkes-Barre, Carbondale, and Pittston. The Scranton-Wilkes Barre, Pennsylvania Metropolitan Statistical Area has an estimated population of 549,430 (Wilkes-Barr, Pennsylvania, n.d.). The region shows healthy economic status and growth prospects. In the past five years, Scranton has added approximately 6,950 jobs (Keystone Edge, 2010).

Together, Scranton and Wilkes-Barre communities have 11 colleges (including a satellite of Penn), 2 high schools, and 6 professional sports teams including The Yankees (a farm team of the New York Yankees), and the Penguins (a farm team of the Pittsburgh Penguins ice hockey team). Scranton's school age population (the prime age for sports injuries) is more than 21,000 and Wilkes-Barre with an additional nearly 21,000 for a total potential population of youth sports participants of nearly 42,000 (Schools K-12, 2004).

Sports medicine" has become the general description for any medical and orthopaedic care of the physically active.

"In the United States, about 30 million children and teens participate in some form of organized sports, and more than 3.5 million injuries each year, which cause some loss of time of participation, are experienced by the participants. Almost one-third of all injuries incurred in childhood are sports-related injuries. By far, the most common injuries are sprains and strains. Obviously, some sports are more dangerous than others. For example, contact sports such as football can be expected to result in a higher number of injuries than a non-contact sport such as swimming. However, all types of sports have a potential for injury, whether from the trauma of contact with other players or from overuse or misuse of a body part." (Sports Injury Statistics, n.d.).

In the U.S. The demand for sports medicine treatments is growing, due to several factors:

Increasing rate of injury and overuse among children/youth athletes: "The numbers of kids showing up in the doctor's office with overuse injuries, such as tendonitis, is climbing dramatically, according to Boston Children's Hospital…Experts attribute this increase to the fact that more youth today are specializing in one sport at an early age and training year-round. All these injuries can be linked to overuse; doing too much, too often." (Quinn, 2009).

Increasing health consciousness of the U.S. population is increasing participation by adults in exercise and sports activities

Aging of the "Baby Boomer" population is increasing the susceptibility of this large population cohort to injury during physical activity. For example, sports-related injuries among baby boomers increased 33% between 1991 and 1998 (USCPSC, 2000).

The Scranton Sports Medicine Clinic Offering

The vision for the Scranton Sports Medicine Clinic is to provide outpatient treatment on a scheduled and urgent care basis. The clinic will focus on three customer segments:

1) Non-critical emergency/urgent care (such as orthopedic injuries) where the patient does not obviously require emergency room care and hospital admittance for inpatient treatment. For example, standard sprains, broken bones, cuts and abrasions. The clinic will intake and assess patients through an urgent-care/walk-in model.

2) Outpatient orthopedic surgeries. The clinic will also operate an ambulatory surgicenter for orthopedic surgeries, performed on both a scheduled and urgent-care basis. If assessment determines that more extensive (i.e., inpatient) surgery is needed, the clinic will then channel those patients for admitting to a hospital care setting.

3) Rehabilitative and non-urgent treatment of chronic use and other types of sports medicine related complaints.

To assess the competitive landscape in this market, the Scranton Sports Medicine Clinic faces three categories of direct and indirect competitor:

1) Sports medicine clinics and specialty practices. Competitors include a number of orthopedic practices and approximately three sports medicine specialty practices (they appear to be small practices), SSMC will differentiate itself from these competitors through (1) offering urgent-care intake in addition to end-to-end assessment, surgery and rehabilitation and (2) through strong marketing and branding (refer to Marketing section, below).

2) Emergency rooms and urgent care clinics. Competitors include local hospitals: Mercy Hospital, Moses Taylor Hospital, and Community Medical Center in Scranton, and Wilkes-Barre General Hospital, Kindred Wyoming Valley and Geisinger in Wilkes-Barre, These facilities are already well-known and established as destinations in the event of an injury or sports accident. However, SSMC will differentiate itself from these facilities with its specialty focus on sports-related complaints. A patient who has a torn ligament or broken ankle is in pain and wants to receive prompt care, but they may be pushed to the back of the line in a typical emergency room that is also dealing with potentially life-threatening patients such as those with heart attacks, strokes, or severe car accident victims. Knowing they can go to a sports-medicine urgent care clinic and be seen promptly will be appealing to the consumer.

3) Additionally, there is one large sports medicine program located at Lehigh Valley Hospital. This facility has the advantage of both sports medicine specialization and brand awareness, and inclusion within a hospital in the event more critical/inpatient care is needed for a patient. (Lehigh, 2010). However, Lehigh does not have any locations in Scranton or Wilkes-Barre, thus would require patients to travel to other communities farther away. The strategy for SSMC will be to locate our clinic centrally in the Scranton/Wilkes-Barre region.

Start Up Costs

The clinic will need to be set up in a location that has professional offices, exam rooms, blood draw station, medication and supply storage, surgical operating room, administrative office space, reception/waiting room, x-ray machine, and physical therapy treatment room.

To open its facility and serve patients, SSMC will need the following estimated initial investment:

X-ray machine and software

$7,000 - $10,000

Equipment and fixtures for vital signs, diagnostic procedures, assessment tests

$60,000

Operating room equipment and fixtures

$220,000

6 Computer workstations, server/router $6,000

Electronic medical records system

$12,000

Medical supplies inventory

$15,000

Office supplies and equipment (printer, fax, copier, paper goods)

$10,000

Waiting room furnishings and decor

$5,000

Physical therapy equipment (treadmill, barre, weights, etc.)

$12,000 - $18,000

Website creation, brochures, business cards, stationary

$5,000 -- $15,000

Launch advertising

$10,000

Approximate total of $500K - $520K start up investment

Ongoing operating costs (per year)

Rent for clinic space

$180,000

based on 20,000 square feet, average Scranton area price psf $9.00 (LoopNet, 2010)

Malpractice insurance and general business insurance

$30,000

Utilities, phone, internet

$12,000

Office and general expenses

$12,000

Medical supply and medication restocking

$60,000

Software license fees, equipment service maintenance and technical support

$18,000

Medical billing

$32,000

Ongoing marketing/advertising $12,000

Contingencies/Miscellaneous

$6,000

Estimated annual operating cost $372,000

Staff Costs (per year)

General Practice/Primary Care Physician

$178,761

Source: Salary.com

Orthopedic Surgeon

$529,414

Source: Salary.com

Sports Medicine Physician

$289,004

Source: Salary.com

Physical Therapist

$53,745

Source: http://physical-therapy.advanceweb.com/Editorial/Content/Editorial.aspx?CTIID=847

Nurse (x 2)

$132,502

Source: Salary.com -- $66,251

Administrator

$87,418

Source: Salary.com -- outpatient clinic manager

Subtotal

$1,270,840

Benefits (+28%)

$355,836

Estimated total annual payroll costs $1,626,676

Annual Revenues (Merritt Hawkins, 2010)

Primary Care Physician

$1,385,775

Orthopedic Surgeon

$2,117,764

Sports Medicine Physician (Specialist Physician)

$1,577,764

Physical Therapist

Unknown

Annual estimated revenues: $5.08 million. (Even without including physical therapy revenues)

Financial Projections, Year 1-3 are shown in Appendix A. The practice will break even in the first year, and earn solid profit from that point forward.

Patient Service Model

As detailed above, a key growth strategy for the SSMC is to position ourselves as an intake location for non-critical sports injuries, where assessment can be made quickly, and then we will direct those patients who require more extensive (i.e., inpatient) surgery or care to local hospitals. To support this operating model, we will need to:

Ensure we have administrative processes and procedures to facilitate rapid check-in and assessment of all patients. For check-in, registration and administrative processing, we will make use of an integrated electronic medical records/scheduling/practice management software system.

We will hire nurses/physicians assistants who are experienced in sports medicine and/or orthopedics, and train them in initial assessment procedures to maximize the efficiency of the initial nurse intake process. Thus the attending physician will be able to step in with a full history and all critical data collected, and deliver a complete assessment and treatment recommendation quickly.

We will also establish contact with each of the local medical transport companies (ambulance services, cabulance) and work out standard operating procedures to ensure smooth transfer of patients from our facility to inpatient facilities as needed. Additionally, we will establish contact with the closest emergency room and hospital facilities, in particular with the orthopedic and sports medicine physicians at those locations, to ensure smooth transition of care for patients.

If the patient does NOT require inpatient care, treatment, surgery, physical therapy, or follow-up treatment plan will be developed at that time, and scheduled for consult with other providers (e.g., orthopedic surgeon, physical therapist)… [END OF PREVIEW]

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Sport Medicine Clinic.  (2010, April 21).  Retrieved May 27, 2019, from https://www.essaytown.com/subjects/paper/sport-medicine-clinic/7528054

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"Sport Medicine Clinic."  Essaytown.com.  April 21, 2010.  Accessed May 27, 2019.
https://www.essaytown.com/subjects/paper/sport-medicine-clinic/7528054.