Case Study – Creating an Urgent Care Service Line Business Plan

Proven Successes

Proven Successes

Case Study

Background

A large nonprofit healthcare system had been challenged for many years with creating an overall plan for its acute, non-emergent services. It now faces increasing for-profit system competition for these services in addition to more frequent Emergency Department overcrowding. Marketing was noticeably more for the for-profit competition throughout the area.

Process Used

Toured all of the client’s “quick care” and “urgent care” clinics. Created a clinic profile for capturing a clinic’s overall operating elements such as services offered, staffing, and payor mix as well as some of the key demographic information for its primary market. Researched and mapped competition and created similar profiles for comparison. Developed pro forma income statements for each site based on new recommended services.

Issues Addressed

To remain competitive, this system needed to create and implement a focused operational plan for its urgent care services. This would need to include a branding decision, a retail partnership decision, operating capital investment in its existing sites, and strategic growth in at least two other geographic markets.

The Solution

Recommended action steps for this client included:

  • Moved sites to a full “urgent care” model which offered on-site laboratory and re-introduced radiology services.

  • Shift hours of operation more toward early evening to accommodate patient demand.

  • Hold on pursuing retail partnerships for “quick care”. If approached by national retailer, re-evaluate.

  • Create a comprehensive, multi-year marketing plan for new “urgent care” clinics.

  • Plan to open one additional urgent care site in the geographic area with the great need and strongest payor mix (as identified).

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