‫‪Healthcare Management‬‬

‫‪Marketing Module‬‬
‫‪Final Project‬‬
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‫‪Marketing Plan 2023/2024‬‬

‫‪Al-Fayoum Health Insurance Hospital‬‬

‫‪Group 3 : Michael Porter Team‬‬

‫)‪Dr. Saif Al-deen Abd El Shakoor Saif (38771‬‬
‫)‪Dr. Mohamed Fouad Abd El Fatah (38772‬‬
‫)‪Dr. Mohamed Shehata Elsayed (38783‬‬
‫)‪Dr. Ahmed Mahmoud Moussa (38754‬‬
‫)‪Dr. Ahmed Mohamed Abd El Hafeez (38768‬‬
‫)‪Dr. Mayar Fawzy Mohamed Omar (38778‬‬
‫‪Supervised by‬‬
‫‪Dr. Ahmed El-Sherbiny‬‬

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‫‪Group (3) : Michael Porter Team‬‬ ‫‪Supervised by : Dr. Ahmed El-Sherbiny‬‬
Healthcare Management
Marketing Module
Final Project
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1. Hospital Overview
1.1.ID Card :

Governorate Al-Fayoum Governorate

Total Serviced Population 3747942 million people with insurance coverage
for 63% of the total population
Affiliate General Health Insurance Organization
Hospital Director Dr. Dina Mohamed Karam
Vice president Dr. Amr Sayed Al-Qadi
Medical Director Dr. Samar Nady Al-Fakhrani
Financial and Administrative Mr. Amr Qutb Ahmed
Director
Hospital financial regulations HIO Regulations

Accreditation of the hospital Approved specialties (general surgery -

as a fellowship training center orthopedics - internal medicine - pediatrics) the
rest of the specialties are being introduced
1.2. Hospital Capacity
Total Area 7500 m2
No. of Buildings 1
No. of OR Rooms 9 Rooms
Outpatient Clinics 25 Clinics
Total No. of Bed 402 Beds
ER beds 18 Beds
(ICU – CCU) Beds 17 Beds
(PICU) Beds 11 Beds
(NICU) Units 17 Units
Inpatient Beds 225 Beds
Dialysis Machines 36 Machine

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Group (3) : Michael Porter Team Supervised by : Dr. Ahmed El-Sherbiny
Healthcare Management
Marketing Module
Final Project
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1.3. Services provided in the hospital

1.3.1. Urgent and emergency care services

1.3.2. Therapeutic services, surgical interventions and (cardiac , vascular & neuro )
catheterization operations
1.3.3. Diagnostic services :
A. Radiology services : (X-rays - ECG - Ultrasound - CT scans)
B. Laboratory services : (Chemistry Lab – Parasitology Lab – Hematology Lab –
Hormones Lab – Bacteriology Lab – Pathology Lab )

1.4. Newly Introduced Services

1.4.1. Expansion of PICU

1.4.2. Stroke Unit
1.4.3. Brain and neurosurgery (increasing the capacity)
1.4.4. Vascular Surgeries (Peripheral Interventional Catheters)
1.4.5. EndoVascular Aneurysm Repair (EVAR)
1.5. Departments of the hospital

Ground floor Emergency department - Radiology department - Cardiac

catheterization unit - Kitchen - Laundry - Central sterilization
- Medical Supply Stores
First floor Laboratory - Meeting Room - Stroke unit - CCU -
Administration Offices - Training Hall
Second floor ICU - OR Department - NICU
Third floor Inpatient Departments of (Orthopedic Surgery - General
Surgery) - Private suites
Fourth floor Department of Obstetrics and Gynecology - PICU - Pediatric
Medicine
Fifth floor Intermediate Care Unit - Internal Medicine - Urology
Sixth floor Ophthalmology Department - Engineering Department -
Doctors Residence - ENT - Non-medical Supply Store
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Group (3) : Michael Porter Team Supervised by : Dr. Ahmed El-Sherbiny
Healthcare Management
Marketing Module
Final Project
‫ـــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــ‬
2. Mission & Vision
2.1. Vision :

• To be the most trusted healthcare provider in medical excellence and patient

experience in Egypt .
• To be the first choice introduce medical services according to international quality
standard.
• To become a scientific medical research beacon for the middle east and north
Africa.

2.2. Mission :
• To Develop and operate state of the art medical facilities and provide integrated
healthcare services to create a value for patients.

• Committed to provide high quality for health care according to standards &
scientific guidelines , patient Safety , providing many medical Specialties , urgent
healthcare , surgical and diagnostic services , aiming for sustainable healthy
environment.

2.3. Values :
• The hospital pays great attention to the basic values derived from religious,
humanitarian and professional principles through a commitment to the following:
− Respecting patient privacy
− Patient safety
− Quality
− Teamwork and team spirit support
− Accuracy in performing the service
− Commitment

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Group (3) : Michael Porter Team Supervised by : Dr. Ahmed El-Sherbiny
Healthcare Management
Marketing Module
Final Project
‫ـــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــ‬

3. Situation Analysis
3.1. SWOT Analysis

3.1.A. Strengths :

1. Availability of all therapeutic and diagnostic services

2. The desire of the majority of hospital employees to provide the best possible medical
service to the patient
3. The presence of a harmonious and understanding team
4. Teamwork combines experience, enthusiasm
5. Suitable bed numbers (internal number of beds 225 beds, total beds 402 beds, total
number of machines 36 machines)
6. The hospital space is suitable
7. Hospital infrastructure is in good condition
8. Existence of maintenance contracts for all medical and non-medical devices
9. Hospital paths serve patient flow correctly
10. Availability of nursing preparation to serve the capacity of the departments
11.Existence of external contracts with other hospitals to provide medical care for services
not available in the hospital
12. Presence of PICU, CCU and Stroke unit
13.The presence of a catheterization unit for the heart, brain and peripheral catheterization
(EVAR)
14.Presence of pain management unit
15.The presence of qualified and trained teams (medical maintenance - quality - infection
control – training )
16.Some equipment at a high level of efficiency and performance
17.Hospital infrastructure complies with standards and requirements
18.The presence of the internal calling system to facilitate the activation of the codes
19.Accreditation of the hospital as a training center for fellowship in more than one
specialty

‫ـــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــ‬
Group (3) : Michael Porter Team Supervised by : Dr. Ahmed El-Sherbiny
Healthcare Management
Marketing Module
Final Project
‫ـــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــ‬
3.1.B. Weaknesses :
1. Manpower shortage in relation to occupancy rate
2. Some departments are based on contracted doctors only
3. Lack of trained personnel
4. Lack of some surgical devices and machines
5. Very old surgical instruments
6. There is no electronic system for hospital services (automation)
7. Some medical devices are old models that have no spare parts
8. Employees (doctors and nurses) taking unpaid leave
9. Frequent malfunctions of some central services such as elevators ..
10. A shortage of pharmacists to activate the clinical pharmacy service

3.1.C. Opportunities :
1. Higher authority support
2. Health insurance coverage are about 65% of the population of Fayoum Governorate
3. Distinguished hospital location and unique engineering construction
4. The hospital has multiple relationships with civil society, which facilitates the presence
of donations to the hospital and administrative assistance
5. Choosing the hospital within the EQIPS Hospital Improvement Project and receiving a
World Bank grant

3.1.D. Threats :
1. Attracting private hospitals to manpower
2. The work environment is crowded due to the large number of visitors to the hospital
3. Purchasing price instability
4. Shortage of supply in UPA
5. Staff contracts approval delay
6. The large number of patients attending the hospital
7. Neighboring hospitals (private and university hospitals) compete to provide medical
service

‫ـــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــ‬
Group (3) : Michael Porter Team Supervised by : Dr. Ahmed El-Sherbiny
Healthcare Management
Marketing Module
Final Project
‫ـــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــ‬
3.2. TOWS Matrix
Internal Strengths Internal Weaknesses
Internal Analysis 1. Availability of all therapeutic and diagnostic services 1. Manpower shortage in relation to
2. The desire of the majority of hospital employees to provide occupancy rate
External Analysis the best possible medical service to the patient 2. Some departments are based on
3. The presence of a harmonious and understanding team contracted doctors only
4. Teamwork combines experience, enthusiasm 3. Lack of trained personnel
5. Suitable bed numbers (internal number of beds 285 beds, 4. Lack of some surgical devices and
total beds 402 beds, total number of machines 36) machines
6. The hospital space is suitable 5. Very old surgical instruments
7. Hospital infrastructure is in good condition 6. There is no electronic system for
8. Existence of maintenance contracts for all medical and non- hospital services (automation)
medical devices 7. Some medical devices are old
9. Hospital paths serve patient flow correctly models that have no spare parts
10. Availability of nursing preparation to serve the capacity 8. Employees (doctors and nurses)
of the departments taking unpaid leave
11. Existence of external contracts with other hospitals to 9. Frequent malfunctions of some
provide medical care for services not available in the central services such as elevators ..
hospital 10. A shortage of pharmacists to
12. Presence of PICU, CCU and Stroke unit activate the clinical pharmacy
13. The presence of a catheterization unit for the heart, service
brain and peripheral catheterization (EVAR)
14. Presence of pain management unit
15. The presence of qualified and trained teams (medical
maintenance - quality - infection control – training )
16. Some equipment at a high level of efficiency and
performance
17. Hospital infrastructure complies with standards and
requirements
18. The presence of the internal calling system to facilitate
the activation of the codes
19. Accreditation of the hospital as a training center for
fellowship in more than one specialty
External Opportunities SO WO
1. Higher authority support SO1 : Increase our market share (S1 ,O2 ,S12 ) WO1 : Attraction of manpower (W1,
2. Health insurance coverage are about SO2 : Increase customers’ satisfaction (S2 , S4 , O3 , S7 ) W2,W8, O5)
65% of the population of Fayoum SO3 : Continues renovation & adding new services (S4 , S6 , WO2 : Providing equipments &
Governorate S10, S11, S18 , O1 , O4) supplies by donation (W4, W5, O5)
3. Distinguished hospital location and WO3 : Handling maintenance
unique engineering construction problems (W7, W9 , O4)
4. The hospital has multiple WT2 : Continues medical education
relationships with civil society, which program (W3,O1,O4)
facilitates the presence of donations
to the hospital and administrative
assistance
5. Choosing the hospital within the
EQIPS Hospital Improvement
Project and receiving a World Bank
grant
External Threats ST WT
1. Attracting private hospitals to ST1 : Good organization of work environment WT1 : Motivation through incentives
manpower (S6,S7,S9,S18,T2) & rewarding (W1,W2,W8,T1)
2. The work environment is crowded ST2 : Overcome strong competition
due to the large number of visitors to (S1,S5,S11,S12,S13,S14,S18, T1, T7)
the hospital ST3 : Overcome Shortage of supply by applying safe stock
3. Purchasing price instability policy
4. Shortage of supply in UPA (S6,T3,T4)
5. Staff contracts approval delay
6. The large number of patients
attending the hospital
7. Neighboring hospitals (private and
university hospitals) compete to
provide medical service

‫ـــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــ‬
Group (3) : Michael Porter Team Supervised by : Dr. Ahmed El-Sherbiny
Healthcare Management
Marketing Module
Final Project
‫ـــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــ‬
3.3 Porter’s Forces :
Weight Weighted
Score
(1 to 5) score
• High population coverage 63%
Threats of • New entrants with low financial status will
New not be able to compete 2 2 4
Entrants • New entrants invest large amount of
money in marketing
• Availability of all therapeutic & diagnostic
Internal services
Competition • JICA accreditation 3 4 12
(Rivalry) • Reasonable price list in comparison with
private sector (non-HIO patients)
• Shortage of supplies in UPA
Suppliers
• Inadequate supply relative to needed
Bargaining 3 3 9
amount
Power
• Price instability
• Increasing the number of patients covered
Customer
by health insurance system
Bargaining 4 3 12
• Patients looking for the highest quality of
Power
service
• Strong competition with University
Threats of
hospital 4 4 16
Substitutes
• High competition in private sector market
Total 53

3.4 PESTEL :
Political Economic Social
• Stable political climate • Moderate economic • Majority of population is
• Governmental support status of population well educated
• High cost or healthcare • Different social segments
services in private sector

Technological Environmental Legal

• Fully equipped • Temperate climate • Health Coverage
departments • Interesting tourist place • Workplace safety
• IT system for hospital • Well defined regulations of
admission & outpatient HIO
clinics

‫ـــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــ‬
Group (3) : Michael Porter Team Supervised by : Dr. Ahmed El-Sherbiny
Healthcare Management
Marketing Module
Final Project
‫ـــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــ‬

4. Marketing Strategy
4.1. Market Research

Figure(1) : Market Research Process

• Survey : Patients’ Satisfaction and needs to adding services
• Public Reports : About Top 20 pediatric diseases and frequency rates
• Market Research Approaches : Survey Research
Applying Survey about the services that should be added to the hospital according to
Customers’ needs (Survey Form Attached)
• Survey Report :
Duration 3 months
• Clinical Departments
Surveyed

• Outpatient Clinics
Patient

Scope
• Dialysis Unit
• Chemotherapy Unit
Percentage of • 40% of Total Inpatients volume within 3 months
Surveyed patients • 60% of To Outpatients volume within 3 months
• 60% of Patients are Satisfied with Available services
• 75% of Patients’ relatives in PICU recommend for addition
of all pediatric services
• 65% of Cardiac Catheterized Patients in Cardiology
Survey Result
Department are dissatisfied with waiting time of CC
Summary
• 70% of Endovascular Aneurysm Patients in Vascular
Surgery Department are dissatisfied with waiting time to
EVAR procedure and cancellation rate
• 10% of patients are dissatisfied with food meals

‫ـــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــ‬
Group (3) : Michael Porter Team Supervised by : Dr. Ahmed El-Sherbiny
Healthcare Management
Marketing Module
Final Project
‫ـــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــ‬

4.2 Market Segmentation :

A. Demographic Segmentation: Target Segment: Pediatric Age Group (2 – 14) years old
B. Psychographic Segmentation: Target Segment: Intermediate Social Class
4.3 : Market Coverage Pattern :
Pattern of Market Coverage : Market Specialization
4.4. Position Statement :
By Apply Competitive Profile Matrix

Al-Fayoum Al-Fayoum Al-Fayoum

Health Insurance General Hospital University
Hospital Hospital

Critical Success Weight Score Weighted Score Weighted Score Weighted

Factors score score score

Population Coverage 0.2 4 0.8 2 0.4 2 0.4

Financial Regulations 0.1 3 0.3 2 0.2 3 0.3

Flexibility

Staff Competencies 0.1 3 0.3 2 0.2 4 0.4

Hospital Reputation 0.1 3 0.3 2 0.2 3 0.3

Quality of care 0.1 3 0.6 1 0.2 2 0.4

Waiting List Initiative 0.1 4 0.4 2 0.2 2 0.2

Participation

Available Services 0.1 4 0.8 3 0.6 4 0.8

Pediatric Services 0.2 4 0.8 2 0.4 3 0.6

Total 1 4.3 2.4 3.4

‫ـــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــ‬
Group (3) : Michael Porter Team Supervised by : Dr. Ahmed El-Sherbiny
Healthcare Management
Marketing Module
Final Project
‫ـــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــ‬
4.5. Setting SMART Goals :
• Increase the number of cardiac catheterization cases by 20% over the previous year
within a year
• Increase the number of EVAR cases by 10% over the previous year within a year
• Addition of Pediatric Cardiac Catheterization within 6 months
• Addition of Pediatric Dialysis Unit within 3 months
• Increase the percentage of patients’ satisfaction with the services provided from
60% to 85% within a year

5. Market Mix
5.1. Product (Services) :

Al-Fayoum Health Insurance Hospital

Inpatient Interventional Procedures Outpatient Services Outpatient
Services Clinics
Internal Cardiac Adult Unit Dialysis Adult Unit Surgical
Medicine Catheterization Unit Specialties
Unit Pediatric
Unit Pediatric Unit

Obstetrics Intervention Radiology Chemotherapy

Procedures
Urology Surgical Interventions

Neurology

ICU

Pediatric
Medicine
Product Mix Decision

Product Line Length : Pediatric Dialysis – Pediatric Cardiac Catheterization

‫ـــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــ‬
Group (3) : Michael Porter Team Supervised by : Dr. Ahmed El-Sherbiny
Healthcare Management
Marketing Module
Final Project
‫ـــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــ‬
5.2. Price :
5.2.1. Type of Market :
A. Pure Monopoly Competition : regarding Pediatric Cardiac Catheterization
B. Pure Competition : regarding Pediatric Dialysis
5.2.2. Price :
Following HIO Price List For non-beneficiaries of HIS (Last Update 2017)

5.3. Place :
Distribution Decisions

1. Physical Access to Our Hospital

❑ Location :
• Centrally Located Hospital
• Accessible to Public Transportation
❑ Our Facility :
• Well aerated
• Garden View wards
• Safety : Security & Guarding Company
2. Time Access
❑ Pediatric Cardiac Catheterization :
• Determine 2 Days for Heart Diseases Committee (Clinical Decisions Committee)
• Determine 2 Days for Operation Lists per week to avoid presence of waiting lists
• Determine 2 Days for Admission Clinics per week to avoid presence of waiting lists
❑ Pediatric Dialysis :
• Applying 24 hours dialysis shifts to decrease waiting time to dialysis session
• Increase number of nurses per shift
3. Promotional Access : Following Pull Strategy

‫ـــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــ‬
Group (3) : Michael Porter Team Supervised by : Dr. Ahmed El-Sherbiny
Healthcare Management
Marketing Module
Final Project
‫ـــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــ‬
5.4. Promotion :
5.4.1. Choosing Media :
A. Personal communication through public relation department

B. Non-personal Communication through Facebook Official Public Page

5.4.2. Message Content : Rational Appeal

5.4.3. Setting the Promotional Mix :
A. Type of Markets :
• Pure Monopoly Competition : regarding Pediatric Cardiac Catheterization
• Pure Competition : regarding Pediatric Dialysis
B. Push Vs Pull Strategy : Pull
C. Customers Readiness Stage :
• Awareness Stage : New Services (Pediatric Cardiac Catheterization -Pediatric
Dialysis)
• Linking Stage : Already provided services
D. Service Life-Cycle Stage : --------
5.4.4. Promotional Tools
A. Advertising :
Informative Advertising – Reminder Advertising through Posters and Leaflets
B. Public Relations :
Charitable Donations – Sponsorship to make Events to advertise New Hospital
Services

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Group (3) : Michael Porter Team Supervised by : Dr. Ahmed El-Sherbiny
Healthcare Management
Marketing Module
Final Project
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6. Implementation & Control
6.1. Action Plan
Action Plan

Objective Activities Responsible Resources Time

• Medical Director
by 20% over the previous year

1. Adding extra day for the Infrastructure : within 2

cardiac catheterization cases
I. Increase the number of

Cardiology Committee (3 days) extra clinic months

2. Adding extra day for admission • Head of outpatient clinics
clinic (3 days)
3. Increasing the number of • Head of Cardiology
operations list days (3 operation Department
lists)
4. Providing safe stock of needed • Head of Medical Supply Supply : UPA
supplies Department
5. Printing posters and leaflets • Public Relations
about all cardiology services for Department with donors
outpatient clinics patients
(Promotional Activities)
II. Increase the number of EVAR cases by

1. Adding extra day for the • Medical Director Regulations of within 4

Peripheral vascular Committee doctors months
(2 days) contracting
10% over the previous year.

2. Contracting with vascular • Head of HR Department

surgery consultant
3. Adding extra day for admission • Head of outpatient clinics
clinic (2 days)
4. Increasing the number of • Head of Vascular Surgery
operations list days (2 operation Department
lists)
5. Providing safe stock of needed • Head of Medical Supply Supply : UPA
supplies Department
6. Printing posters and leaflets • Public Relations
about all vascular surgery Department with donors
services for outpatient clinics
patients
(Promotional Activities)

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Group (3) : Michael Porter Team Supervised by : Dr. Ahmed El-Sherbiny
Healthcare Management
Marketing Module
Final Project
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• HR Department
III. Addition of Pediatric Cardiac

1. Contracting with pediatric Infrastructure within 3

cardiologists extra clinic months
2. Assign 2 days for pediatric • Medical Director
cardiology committee
Catheterization.

3. Assign 2 days for admission • Head of outpatient clinics

clinic
4. Assign 2 days for operation lists • Head of Cardiology
Department Supply :UPA
5. Providing safe stock of needed • Head of Medical Supply
supplies Department
6. Printing posters and leaflets • Public Relations
about New Pediatric CC Service Department with donors
for Inpatients & outpatient clinics
patients (Promotional Activities)
• HR Department
IV. Addition of Pediatric Dialysis Unit.

1.Contracting with 2 pediatric Quality & IC within 3

nephrologist consultants standards months
2.Contracting with 4 pediatric • HR Department Training
nephrologist specialists room
3.Assign 4 dialysis machines for • Head of Nephrology
pediatrics Department
4.Assign 2 nurses per shift for the • Head of Nursing staff
unit
5.Training of the unit staff upon • Quality Manager & Head
quality & IC standards of IC department
6.Providing safe stock of needed • Head of Medical Supply Supply : UPA
supplies Department
7.Printing posters and leaflets about • Public Relations
New Pediatric Dialysis Service Department with donors
for Inpatients & outpatient clinics
patients (Promotional Activities)
1.Adjust the quality of food meals • Head of Hospital Within
satisfaction with the services provided from

Restaurant first 3
V. Increase the percentage of patients’

2.Assign new supervisor for • Hospital Manager months

hospital restaurant
3.Assign social worker for • Head of Social Workers
outpatient clinics Department
60% to 85%.

4.Confirmation of physicians’ • Head of Outpatient Clinics

commitment to the admission
clinic’s appointments
5.Confirmation of physicians’ • Head of Outpatient Clinics
commitment to the admission
outpatient clinics appointments
6.Adding extra clinic day for long • Head of Outpatient Clinics
waiting list specialties
7.Organizing the entrance of • Head of Security
patients to clinics by the security Company
supervisor

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Group (3) : Michael Porter Team Supervised by : Dr. Ahmed El-Sherbiny
Healthcare Management
Marketing Module
Final Project
‫ـــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــ‬
6.2. Indicators
Objective (I) Indicators :
▪ The number of patients attending the adult cardiology committee per month
▪ No. of adult cardiac catheterization operations per month
▪ Cancellation rate = no. of cancelled operations / total no. of operations
▪ Completion rate of waiting list cases = no. of performed operations / total no. of
scheduled operation
Objective (II) Indicators :
▪ The number of patients attending the vascular surgery committee per month
▪ No. of EVAR operations per month
▪ Cancellation rate = no. of cancelled operations / total no. of operations
▪ Completion rate of waiting list cases = no. of performed operations / total no. of
scheduled operation
Objective (III) Indicators :
▪ The number of patients attending the pediatric cardiology committee per month
▪ No. of pediatric cardiac catheterization operations per month
▪ Cancellation rate = no. of cancelled operations / total no. of operations
▪ Completion rate of waiting list cases = no. of performed operations / total no. of
scheduled operation
Objective (IV) Indicators :
▪ No. of pediatric dialysis sessions per month
▪ Anemia incidence (CBC)
▪ Vascular access (AVF-Catheter)
▪ Mineral Metabolism (Lab investigations)
Objective (V) Indicators : (Questionnaire)
▪ Patient satisfaction with food meals monthly (%)
▪ Patient satisfaction (%) in outpatient clinics monthly
▪ Patient satisfaction (%) quarterly
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Group (3) : Michael Porter Team Supervised by : Dr. Ahmed El-Sherbiny
‫‪Healthcare Management‬‬
‫‪Marketing Module‬‬
‫‪Final Project‬‬
‫ـــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــ‬
‫‪General Indicator for our annual market plan :‬‬
‫زيادة إيرادات المستشفى )‪▪ Increased hospital revenue (total revenue‬‬
‫‪▪ Increased hospital revenue for (non- beneficiaries from the health insurance‬‬
‫)‪system‬‬
‫زيادة إيرادات العالج باألجر (للمرضي الغير منتفعين بالتأمين الصحى)‬

‫‪Group 3 : Michael Porter Team‬‬

‫)‪Dr. Saif Al-deen Abd El Shakoor Saif (38771‬‬

‫)‪Dr. Mohamed Fouad Abd El Fatah (38772‬‬
‫)‪Dr. Mohamed Shehata Elsayed (38783‬‬
‫)‪Dr. Ahmed Mahmoud Moussa (38754‬‬
‫)‪Dr. Ahmed Mohamed Abd El Hafeez (38768‬‬
‫)‪Dr. Mayar Fawzy Mohamed Omar (38778‬‬

‫‪Supervised by‬‬
‫‪Dr. Ahmed El-Sherbiny‬‬

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‫‪Group (3) : Michael Porter Team‬‬ ‫‪Supervised by : Dr. Ahmed El-Sherbiny‬‬