686AA Human Nutrition

Question: In groups of three or four, prepare a business plan in line with the 2017 Pharmacy Guild of Australia’s National Student Business Plan Competition. Your plan must include the following: An executive summary a short description of the business marketing and sales strategy management team and personnel summary operations management Financial forecasts SWOT or opportunity analysis including demographics etc Answer: Description Of Services Keeping in mind our goal to improve the health conditions of local community and giving consultation to obese, hypertensive, high cholesterol, uric acid and diabetic patients. The pharmacy is going hire a dietitian who would advise patients regarding their dietary needs and requirements, as in the kind of diet and nutrition they should follow. We will also employ some aboriginal workers in our team in order to gain trust and rapport of the local community. Through effective consultation and education on medicines effective health management plans and standard pharmacy services, we will try to improve the overall health conditions of the local community. All our staffs will be trained to be competent and responsible in providing a quality services. Marketing Strategy And Sales Strategy Target The local community at Darwin city would be our target market. Focusing the health of the local people, especially diabetic, obese, patients with high blood pressure, high uric acid concentration and cholesterol, this consists of a larger portion of our target market. Position – Our pharmacy will be placed at Darwin city, Northern Territory Australia. Marketing Strategy Free seminars would be conducted to create awareness among the local community regarding the various medical conditions, hypertension, obesity, high cholesterol, uric acid and diabetes. Remedies will also be given. The diets and exercises and other management that needs to be done. We will have our own website where patients can order medicines online. Seek consultation from experts, browse those various articles and journals. They can also make an appointment with our dietitian online. We will collaborate with other healthcare like GPS referrals and sporting programs. The dietitians promote the use of vitamins and other dietary supplements. We will create interest among the community and motivate them to buy medicines from our pharmacy by offering good medicines at a price that is not much expensive and affordable for the people of the local community. . All medicines, vaccinations, and medical equipments would be available at our pharmacy. At our pharmacy patients can buy apparatus to check Blood pressure, blood sugar at a very reasonable price which the patients can buy and check their blood sugar level or blood pressure by themselves. The dietitian would advise the patients what they should eat and what they should avoid to keep their health problems at bay. The dietitian would create awareness among the patients that what should be their weight according to their height. The basic concepts of overweight and underweight would be made clear to the patients. Medicines will also be available for keeping the uric acid concentration under control. The aboriginal health workers will help the patients whenever required and help them about the dosage of the medicines. The dietitian with the help of local volunteers will conduct programs about food and nutrition. He would work with the experts in the area of diabetes and obesity in order to provide a multidisciplinary approach. Dietitian consultation will be offered at a very reasonable price, that which can be afforded by the local people. Special therapy sessions and counseling conducted obese people. Sales Strategy Since our main focus would be patients with diabetes, obesity, hyper tension, high cholesterol level , high uric acid concentration, we will offer 5 to 10 percent a discount for the medicines of these conditions. For those ordering online will get 10 to 15 percent discount. A discount will also be given in selected vitamins and dietary supplements. We will keep an account of our regular clients, their name, address and the medicines they use will be registered and they can also order medicines through telephones and our staff will deliver those medicines direct to their homes. Advertising Strategy We will provide monthly informative newsletters and magazines for marketing various products and services, which will also provide news related to current health issues. Apart from in store advertisements tailored advertisements will be done in the locality and northern territory. We will distribute flyers, pamphlets and brochures in the local communities and nearby places. Promotional activities, like seminars will be conducted to create awareness on weight management and diabetes management will be conducted. Educational programs will be organized to educate local people about the benefits of maintaining healthy life style, which is free from all kinds of diseases, informing people about the problems that can occur due to obesity. We will focus more on face to face advertisements so that we can create a more impactful impression on our prospective clients. We have collaborated local news channels and the radio stations for airing the advertisement of pharmacy and our unique selling proposition is that we will hire a dietitian at our pharmacy for consultation SWOT Analysis Strengths Weakness Having a dietitian at our pharmacy would make people come at our pharmacy for consultation Hiring aboriginal health workers Medicines will be available at comparatively cheaper price. Special therapy sessions for obese patients Discounts offered for medicines of hypertension, obesity, diabetes. Initially low income flow, business highly depends upon building long term trust A considerable amount of cost will be needed for implementation of the market strategies Pharmaceutical products have very little product differentiation Opportunities Threats Gaining trust of local communities and improving their loyalty with the help of Aboriginal health workers. Promoting health care issues such as diabetes, hypertensive, obesity, uric acid problems and high cholesterol problems Raising awareness among local communities regarding the emerging health related issues Other pharmacies already operating The residents of the local community are mostly low-income group and highly dependent on the government they will not pay from their own pocket Increasing prices of medicines and other pharmaceutical equipments Resistance from local communities References Powers MA, Bardsley J, Cypress M, Duker P, Funnell MM, Fischl AH, Maryniuk MD, Siminerio L, Vivian E. Diabetes self-management education and support in type 2 diabetes a joint position statement of the American Diabetes Association, the American Association of Diabetes Educators, and the Academy of Nutrition and Dietetics. The Diabetes Educator. 2015 Aug 1;41(4):417-30. Alameddine M, Nasreddine L, Hwalla N, Mourad Y, Shoaib H, Mousa D, Naja F. Factors associated with consulting a dietitian for diabetes management: a cross-sectional study. BMC health services research. 2013 Dec 5;13(1):504.

686AA Human Nutrition

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