Healthcare Segment Business Case Analysis

This document provides a comprehensive analysis of the healthcare segment business case in San Antonio. It includes market analysis, sub-segment data, demographics, product needs/usage, value proposition & strategy, and recommendations.

Running head: HEALTHCARE SEGMENT BUSINESS CASE ANALYSIS
Healthcare Segment Business Case Analysis – San Antonio
Name of the Student
Name of the University
Author note

1HEALTHCARE SEGMENT BUSINESS CASE ANALYSIS
1. Market Analysis
a. Segment Description
i. Size & Growth
From last 10 years the healthcare industry has been grown significantly where both
private and public healthcare organisations have significant position. In last 1 year the gross
projected income was also increased by 15%1. On the other hand, demand for healthcare
stuffs is increasing in hospitals, residential nursing facilities, assisted living, memory care,
behavioural health companies, hospice providers, rehabilitation companies, dialysis
providers, pain management companies. At the same time, changes in national healthcare
policies and regulation also causes some significant discrepancy in conventional legal
procedures and compliances. Because of the increasing number of academic platform
specially in healthcare industry, many undergraduate, graduate and even post graduate
nursing students live in San Antonio. Along with the increasing population the demand of
financial facilities is also increasing in this area.
ii. Sub-segment data
The availability of nursing workforce has also huge influence on the market
expansion of the healthcare industry in San Antonio. However, due to some compensation
issues the turnover of medical practitioners is high especially in public organisations.
However, the labour market for non medical staff is very weak. As a result, because of the
strong labour market for nursing professional, the number of emerging nursing collages and
schools are increasing rapidly. Subsequently it is increasing the opportunity to the youth to
pursue any nursing degree easily.
1 Hallam, Cory RA, and Carolina Contreras. "Lean healthcare: scale, scope and sustainability." International
Journal of Health Care Quality Assurance 31.7 (2018): 684-696.

2HEALTHCARE SEGMENT BUSINESS CASE ANALYSIS
iii. Demographics (age, gender, income, where do they work, where do they live)
From the past few years the population of elder person has been increased
significantly while changing the demand of the healthcare services. As a result, the demand
for healthcare stuffs is increasing industry irrespective of any demographic segmentation.
Hence, the conventional rate of gender biased healthcare labour demand issues did not
change significantly2. From the beginning of the 2010, with the emerging number of nursing
schools and colleges in this area, the youth population has been also increasing rapidly.
iv. Product needs/usage
The increasing number of older population increases the needs of elder care services.
Besides, the increasing rate of diabetes also increases the demand of the nutritionist in every
healthcare and even non-healthcare association. On the other hand, demand for healthcare
stuffs is increasing in hospitals, residential nursing facilities, assisted living, memory care,
behavioural health companies, hospice providers, rehabilitation companies, dialysis
providers, pain management companies. Besides, the changes in nursing education approach
specially through practical based studies the overall cost of pursuing any course has been also
increased significantly from last five years3. Therefore, nursing students are pursuing for
different specialised nursing degrees, to enhance their career opportunity. At the same time,
many of these nursing students are seeking for financial supports, which have some
additional benefits for students and nursing professionals.
2 Luther, Raminder, and Youqin Pan. "Effect of Massachusetts healthcare reform on financial performance of
healthcare providers: Panel data analysis." Service Systems and Service Management (ICSSSM), 2015 12th
International Conference on. IEEE, 2015.
3 Zelený, Tomáš, and Vladimír Bencko. "Healthcare system financing and profits: all that glitters is not
gold." Central European journal of public health 23.1 (2015).

3HEALTHCARE SEGMENT BUSINESS CASE ANALYSIS
2. Value Proposition & Strategy
Initially the target for the healthcare industry will be healthcare education industry.
The increasing amount of demand in nursing and care giver position, are making the student
count of medical universities high in San Antonio and associated areas. Therefore, in order to
target the universities the communication with the educational unions and associations will be
essential. It will also help any financial business to improve their predictability as well. To
target the client segment in most profitable way, the business should focus on the
undergraduate students who currently do not have any occupational security. It will let them
to borrowing loans through these financial schemes.
a. Go-to-market strategy
i. Product
Due to the higher educational cost the needs of loan is also increasing in the younger
generation. Therefore New nurse loan can be very beneficial for the nursing students who are
aiming to progress their career while having some financial supports. Along with the loans,
some scholarship schemes will also be offered for diversification as well as for promotional
strategy.
ii. Price
In this nursing lone the interest range will vary depending on the age and qualification
of the student. The more qualified a student will be the lower interest package will be offered.
Additionally, for part time healthcare employees the interest range will be higher. However,
the taxation will not be interacted or affected by this loan.
iii. Promo/Marketing

4HEALTHCARE SEGMENT BUSINESS CASE ANALYSIS
There are many promotional activities that can be executed to attract new client
towards this new financial planning. Some of the promotional strategies are
 Nursing scholarships- This scholarship will be provided to the nursing students who
score comparatively high in competitive exam. In this scholarship a education loan
will be provided in much lower interest rate.
 Healthcare hero award- In healthcare hero award a multi facility account will be
opened in the name of the candidate. This account will have unlimited transaction and
zero balance facilities.
 Sponsor events (screenings, flu shots, etc.)- various nursing events and charity events
such as free dental checkups, free child care, NGO based events will be sponsored to
increase the recognition of the company4
iv. Place/Distribution
Initially the loan will be provided to the local nursing undergraduate students of San
Antonio. However, the financial provisions will be also available for extended geographical
areas of United States. More specifically the promotional campaign will be executed at the
corresponding area of the nursing colleges and schools.
v. People
For these financial provisions there will not be any particular target consumers.
Therefore there will be no demographical target. However, the student’s loan scheme will be
aimed to lower and middle economic class citizen. To target the client segment in most
profitable way, the business should focus on the undergraduate students who currently do not
4 Dickman, Samuel L., David U. Himmelstein, and Steffie Woolhandler. "Inequality and the health-care system
in the USA." The Lancet 389.10077 (2017): 1431-1441.

5HEALTHCARE SEGMENT BUSINESS CASE ANALYSIS
have any occupational security. It will let them to borrowing loans through these financial
schemes.
3. Recommendation & Summary Rationale
Throughout this marketing plan the real time market research is essential for
monitoring and evaluation purpose. It will also allow making effective changes in the existing
loaning scheme. Besides, for further evaluation interviewing the students who will be having
the financial facilities from the company will be very helpful. Because of the increasing
number of nursing student, focusing less on return on investment will be beneficial. In this
situation the increasing number of clients can improve the overall profit margin.
At the start-up situation the business will need more recognition than profit.
Therefore, the can also include the referral promotion strategy. In this strategy, if a client
refer the loaning scheme to another potential client, that particular client will receive
additional facilities. It will also act as a word of mouth promotion strategy. It help to increase
the number of client with the enhanced brand recognition in the finance market. At the same
time, to target the client segment in most profitable way, the business should focus on the
undergraduate students who currently do not have any occupational security.

6HEALTHCARE SEGMENT BUSINESS CASE ANALYSIS
Bibliography
Dickman, Samuel L., David U. Himmelstein, and Steffie Woolhandler. "Inequality and the
health-care system in the USA." The Lancet 389.10077 (2017): 1431-1441.
Hallam, Cory RA, and Carolina Contreras. "Lean healthcare: scale, scope and
sustainability." International Journal of Health Care Quality Assurance 31.7 (2018): 684-
696.
Luther, Raminder, and Youqin Pan. "Effect of Massachusetts healthcare reform on financial
performance of healthcare providers: Panel data analysis." Service Systems and Service
Management (ICSSSM), 2015 12th International Conference on. IEEE, 2015.
Zelený, Tomáš, and Vladimír Bencko. "Healthcare system financing and profits: all that
glitters is not gold." Central European journal of public health 23.1 (2015).