Buiding a Palliative Care Business can be rewarding. Palliative Care Organization near us includes the following but more are needed :
(1) Asia Pacific Hospice Palliative Care Network
http://www.aphn.org/(2) Palliative Care Nurses Chapter, Singapore Nurses Association
http://www.sna.org.sg/site/palliative-care/palliative-care.html(3) Section of Palliative Medicine, College of Physicians,
(4) Academy of Medicine Singapore
(5) Singapore Association of Social Workers
---------------------------------------------------------------------------
Presenting the Business PlanA business plan is a new program proposal with operational and budget information. Think of it as a story that tells the “who, what, why, when and how” of a palliative care program. It explains how palliative care will improve the hospital’s performance and what is needed to achieve that end.
The business plan should have the following elements:
Executive Summary - This should be a simple, easy-to-present section that can be discussed with key audiences in ten minutes or less. This section synthesizes the contents of the overall plan into a concise, persuasive summary of:
(1) Context for the proposal
(2) Key program features
(3) Need or problem addressed
(4) Funding requirements
(5) How the palliative program will meet the need
(6) Expected impact and measures
Financial/Budget SummaryThe financial summary is the program’s budget. It identifies the program costs (both at start-up and during operations) and potential sources of revenue or cost avoidance that the planning team identifies in earlier stages. Cost avoidance is especially important in making the financial case, because palliative care is not a significant source of revenue.
Operational Plan for Implementation The operational summary specifies:
(1) Organizational model and structure
(2) Space needs
(3) Staffing requirements and roles
(4) Basic policies and procedures
(5) Patient volume and program capacity projections
(6) Degree of integration with other programs in the hospital and community
The operational plan must describe how funds will be spent to implement project elements, hire staff, and care for patients and their families. It should explain how the program will coordinate with related services such as geriatrics, hospice or pain management, and how it will differentiate itself.
See Defining Palliative Care for a comparison of these services.
Defining Palliative Care(1) Palliative care aims to relieve suffering and improve quality of life for patients with advanced illness and their families.
(2) Palliative care is provided by an interdisciplinary team and offered in conjunction with all other appropriate forms of medical treatment.
(3) Palliative care programs structure a variety of hospital resources to effectively deliver the highest quality of care to patients with advanced illness.
(4) The resources and team include: medical and nursing specialists, social workers, clergy, and others.
(5) Vigorous pain and symptom control is integrated into all stages of treatment.
(6) The palliative care approach decreases length of hospital and ICU stays and eases patient transitions between care settings. This results in increased patient and family satisfaction and compliance with hospital care quality standards.
(7) Successful palliative care programs have used an array of delivery systems from consultative services to inpatient units.
Institutional and Market AnalysisThis section summarizes information developed during a Needs Assessment. Describe how the program is an improvement over the process currently used to care for seriously ill patients, from clinical and financial perspectives. Openly acknowledge the program’s potential downsides, including financial, political or clinical disadvantages and explain how they will be addressed and tracked.
Marketing PlanDescribe how the program will get the services to its audiences and position, promote, and communicate about them effectively over time.
See Effectively Marketing a Palliative Care Program for more information.
Effectively Marketing a Palliative Care ProgramThe marketing plan describes how the palliative care program will promote services to the proper audiences and position, promote, and communicate effectively over time.
To market a palliative care program, advocates need to:
(1) Develop the Marketing Plan
(2) Create Promotional Materials
(3) Leverage Hospital Channels to Get the Word Out
(4) Launch the Program
(5) Measure and Monitor the Marketing Activities
Develop the Marketing Plan The following are components of an effective marketing plan:
Target Audiences: Defines the various audiences for palliative care, including hospital leaders, nursing and social work leaders, case management leaders, clinicians, potential referring physicians, community agencies, and patients and families.
Marketing Objective: Describes, by audience, the action or result that will be achieved if successful.
The Services Offered: Details what benefits the services offer to each audience.
Cost Exchange: Defines the costs to each audience and considers how to make a program seem worth the price.
Communications Plan: Outlines for the message strategy for reaching each key audience. Defines the types of communications activities to be employed (e.g., including personal relationships, presentations, mailings, newsletter articles, advertisements, public relations, etc.) and associated budget.
Create Promotional MaterialsExecute the marketing plan by creating promotional materials such as brochures or fliers. Not only does each audience require different messages (and therefore unique materials), but also the method of translating into physical materials will need to differ.
Decide who the brochure is for.
Start from the patient’s vantage point rather than beginning with a definition of palliative care or launching into a description of the program.
Emphasize the immediate benefits that palliative care can offer such as what patients and families seek in the face of serious or life-threatening illness.
Talk about the specific elements of a palliative care program in concrete, everyday language – avoid jargon.
Provide a clear action the audience can take to get palliative care -- a phone call to the program, a drop-in location, a request for a referral to their primary physician, etc.
Leverage Hospital Channels to Get the Word OutIn addition to brochures or printed matter, there are many other ways to reach the palliative care program audiences. Consider these other communications outlets:
- Grand rounds
- Hospital brown-bag lunches
- Department meetings
- Continuing education programs
- Board meetings
- Board orientation materials
- Hospital newsletters, both internal and for the community
- Hospital-sponsored community events
- Health care system and partners community events and materials
Launch the ProgramThe marketing plan will specify the timing of activities, so the palliative care program can ensure that marketing supports each critical step in program development. Distribute communication materials and use hospital communication channels ahead of the program launch, through the launch, and as the program continues.
Measure and Monitor the Marketing ActivitiesThe marketing plan and marketing efforts need to be reviewed and renewed over time so as to reflect the evolving clinical and fiscal context of the palliative care program. The reasons why various audiences will support or need a palliative care program are likely to change, as will the demand for services.