Dissertations / Theses on the topic 'Healthcare business plan'

Diabetes is best described as a disease which affects blood levels and the body cannot regulate or produce enough insulin on its own causing sugar build up in the blood. Diabetes is the seventh leading cause of the death in the United States. Diabetes affects over 29 million Americans, with about 25% of them living with it undiagnosed. Another 86 million people living with pre-diabetes comprise 90% of the population is unaware they are pre-diabetic. Our business, DiaBeaThis Healthcare Clinic, provides health care services to adults 18 years or older who suffer from diabetes or are pre-diabetic. The diabetic services provided for these adults residing in Oceanside, North San Diego County, California. The clinic will provide testing for diabetes, health monitoring, and dietary counseling and will be a source for diabetics to obtain the required medication, supplies, and education needed.

Given the ever increasing population of elderly in U.S, home healthcare agencies (HHA) serve as a model of continuous quality and affordable care. HHA hold a promise to boost economy and reduce healthcare expenditures to a significant level. This business plan examines the business potential of a home healthcare startup in downtown LA. Chapter 1 deals with market analysis, providing detailed information on the company, its organization, services, market definition, customer analysis, target population, and service demand. Chapter 2 deals with feasibility analysis and strategic planning, including SWOT, to sell our services. In chapter 3, we have discussed the legal issues and regulations, and defined policies to abide by state and federal rules and regulations. Finally, chapter 4 is about financial analysis, providing detailed pricing structure, other expenditures and revenues and the overall potential of the business to strive profitability and survive market competition. In conclusion, the Health Elixir Home Healthcare business has shown potential for success in the market.

Considering the expanding populace of elderly in the United States of America, there has been a significant growth in demand for home healthcare organizations which serve to deliver continuous quality care. Home healthcare organizations guarantee to support our economy and decrease healthcare costs to a huge level. This marketable business plan inspects the business capability of a home healthcare services startup located in San Diego Downtown.

This business plan has been broken down into several compartments where chapter 1 accounts on the market analysis of our business providing marketing strategies and intricate details of our company and its analysis, services provided, services in demand, customer and competitor analysis, marketing potential and demand. Chapter 2 deals with feasibility and SWOT analysis, to evaluate pros and cons, and to get a better idea of the organizational structure of the business plan. In Chapter 3, we talk about the legal aspects concerning State and Federal laws. Chapter 4 explains about the financial assumptions and analysis, annual expenditures as well as monthly expenses with the overall potential of home healthcare services to survive market competition.

We conclude that WeCare home healthcare services plan showed great potential to withstand the competitive market and drive towards success.

Through community assessment and health needs analysis of the Central Orange County region, specifically the City of Garden Grove and its 92843 ZIP code neighborhoods, the Health Students Garden Grove (HSGG) seeks to identify and address the physical, mental, and emotional health needs of students and provide a comprehensive, collaborative approach to providing quality health care services. HSGG aims to reduce barriers to care by providing mobile medical clinics at school site throughout Garden Grove Unified School District (GGUSD). This business plan evaluates the feasibility of mobile school-based health clinics within these neighborhoods, with the goal of increasing the health of the student population and the quality of life for all residents of the community.

The aim of this thesis is to work out a business plan for dental surgery, BlackDental Ltd., which has decided to change its place of work to a new and larger non-residential place in Ústí nad Labem. Dr. Evžen Černý has decided to expand his company to two dental hygiene clinic. This step intends to provide hid clients with comprehensive services to address specific needs of patients by using modern technology. From the individual analysis and financial plan figure, the company is financially healthy and it is able to meet all its commitments and to amass a relatively large amount of capital already in the following period. Thus it is able to invest in any technology innovation and expansion of its activities. We can say that the business plan can be assessed as healthy, with good perspectives for further development of this company.

Thesis (MTech (Horticulture))--Peninsula Technikon, 2004
The term "horticultural therapy" is unfamiliar to most South Africans. However it is well accepted in South Africa that horticulture plays an important role in human well being both physically and psychological. It is generally believed that people who engage in gardening tend to benefit. The research study investigates whether plant related activities integrated into rehabilitation programme, actually benefit participants. It shows how patients at a chosen healthcare institution respond upon exposure to various horticulture activities in order to identify activities appropriate for the inclusion and design in a horticultural therapy programme. The study identifies factors necessary for the design of a business plan for a horticulturist engaging in a horticultural therapy programme under local conditions. The methodology adopted was mainly quantitative. The study is also descriptive in nature. It seeks to develop a model from a range of activities that would best meet the needs of specific groups subjects, through the careful and deliberate observation and evaluation of patients as they engage with the activities. The measuring instruments have been designed for experimentation research purpose. It involved setting up an experiment (patients engaged in a designed horticulture activity) and collecting the data. Information regarding the participant response to designed activities was also gathered on the basis of observations and interviews. The population consisted of patients admitted at a public (State) psychiatric institution in the Western Cape. The sample consisted of 12 patients, four patients from each of the following categories: Forensics, Intellectually Challenged, and Psychiatric. The designed activities consisted of 10 activities, and were centered around the following activities: Growing of herbs, learning to take cuttings, planting cuttings, planting seeds for outdoor garden, preparing a garden site, vegetable gardening, weeding, watering, and planting flowering annuals. The first objective of the study was to determine whether the response of different categories of patients to specific horticulture activities differ, in order to select the appropriate activity for each category. Forensic patients responded positively to all ten activities and recorded a high level (70%) of task accomplishment. Intellectually challenged patients had a medium level (46% to 69%) of task accomplishment for the majority of the activities. Psychiatric patients had a high level (70%) for 50 percent of the activities and a medium level (46% to 69%) of task accomplishment for the remainder of the activities. The second objective of the study was to evaluate the degree of effect of the different horticulture activities on each category of patients, in order to determine the relative importance of each activity in the programme in meeting the patients needs. The general findings are that the various categories responded differently to the subsections as shown in the results. Individual patients within the categories also differed in their response to various activities. The results of the study indicate that certain horticultural activities have an impact on patient's deficiencies and encourage their specific needs in the areas of a vocational/educational, interpersonal/social, and responsibility/development The study identified factors necessary for the design of a business plan for a horticulturist to engage in a horticultural therapy programme under local conditions. The business plan provides an outline to develop, market, and implement a horticultural therapy service. The business plan helps identify important ramifications of setting up a business and practicing as a contract worker. The research process has highlighted valuable aspects, which may be easily incorporated into a future horticulture therapy programme. It has shown that certain plant related activities, when successfully integrated into a rehabilitation programme, will benefit participants. The findings and recommendations provide guidelines for the formulation of a structured horticultural therapy programme. It encourages the concept of utilizing gardening in a structured/organized manner to benefit the well being of individuals.
TABEISA, SANTAM

The aim of this diploma thesis was to create a business plan for newly established private medical company. The first part theoretically deals with business plan as a strategic document. It explains all essential chapters and topics, visual aspects and its purpose. It also deals with the specifics of the private enterprise in health care in the Czech Republic. The second part of the thesis is devoted to practical procedures needed for establishing the centre of preventive medicine AltheaPrague Ltd. in Prague 7. It describes all steps essential for successful establishment and start of this medical company. The last part is the business plan itself. Apart from other chapters it includes the financial, operational, marketing and personnel plan and the analysis of competitors and possible risks.

Thesis (MPhil)--University of Stellenbosch, 2001.
ENGLISH ABSTRACT: This evaluation serves the purpose of illuminating concepts and ideas behind the moral impact of business values in healthcare and to establish a framework for the analysis of moral dilemmas found in the sphere ofbio-medical ethics. The historic developments of business in healthcare are examined, looking at how and why business became an integral part of the health care system. The concept of "managed healthcare" is introduced and used as the context in which the different institutional role-players are brought together. Managed healthcare is defined by a discussion of the different organisational structures through which it manifests itself. The policies, procedures and regulations that managed healthcare organisations implement and control to fulfil their general function are also examined. Some normative aspects pertaining to the concept of managed health care are explored, including the institutional values of business and that of medicine. A brief discussion of the economic system in which the business agents or role players function are included in the evaluation of the institutional values of business. Further arguments are made to show how the healthcare system with all its role players displays the characteristics of a complex system. Discussions on the fundamental values of medicine concentrate on the basic ideas behind virtues and principles of medical ethics. It is argued that the development of these virtues and principles are important foundations on which the medical profession stands. The moral impact of combining these institutional values within the context of managed healthcare relationships is examined and some important moral dilemmas or conflicts are identified. It is further argued that the fundamental relationships between all the role players in the health care system have changed as all the agents function within a complex system, giving rise to new organisational structures and relationships, with new conceptual roles, ideals, values and practices.
AFRIKAANSE OPSOMMING: Hierdie evaluasie het dit ten doelom sekere konsepte en idees agter die morele impak van besigheidswaardes in gesondheidsorg te illumineer en om 'n raamwerk daar te stel vir die verdere analise van morele dilemmas in die sfeer van bio-mediese etiek. Die historiese ontwikkeling van besigheid in gesondheidsorg word verken deur die redes aan te voer waarom besigheid deel van die gesondheidsorgsisteem geword het. Die konsep "bestuurde gesondheidsorg" word gebruik as die konteks waarin die verskillende institusionele rolspelers bymekaar gebring word. Bestuurde gesondheidsorg word gedefinieer deur die verskillende organisatoriese strukture waardeur dit manifesteer. Die prosedures, regulasies en bereid wat bestuurde gesondheidsorgorganisasies implementeer om hul funksies te vervul word ook verken. Normatiewe aspekte van bestuurde gesondheidsorg word verken, waarby ingesluit word die institusionele waardes van besigheid sowel as dié van medisyne. 'n Kort beskrywing van die ekonomiese sisteem waarin die besigheidsagente, of rolspelers funksioneer word ingesluit by die evaluasie van die institusionele waardes van besigheid. Verdere argumente word gevoer om te wys daarop hoe die gesondheidsorgsisteem met al sy rolspelers die karakter toon van 'n komplekse sisteem. Die basiese idees agter deugsaamheid en morele beginsels van bio-mediese etiek word bespreek om die fundamentele waardes van medisyne te beskryf. Daar word geargumenteer dat die ontwikkeling van hierdie waardes 'n belangrike fondament is waarop die mediese professie staan. Die morele impak van die kombinasie tussen die institusionele waardes van besigheid en medisyne binne die konteks van bestuurde gesondheidsorg word geevalueer en belanrike morele dilemmas en konflikte word geidentifiseer. Verder word geargumenteer dat die fundamenrele verhouding tussen al die rol spelers in die gesondheidsisteem verander het danksy die funksionering van die agente binne hierdie komplekse sisteem. Dit lei op sy beurt na veranderinge in organisatoriese strukture en verhoudinge met nuwe konsepsuele rolle, idiale, waardes en praktyke.

The primary purpose of this research was to review the relationship between moral cognizance, as defined by the Defining Issues Test, and the compensation plan of a healthcare executive when factors such as licensure, career stage, gender, age, and ethics training were present. The study was conducted on 142 healthcare executives from both a publically traded for-profit hospital corporation and a multi-physician private practice. Analysis of Variance (ANOVA) tests were utilized to test the hypotheses of these moderating variables. The outcome of this study indicates that there is no difference in the relationship of moral cognizance and compensation plan of a healthcare executive when the factors of license, career stage, gender, age, or ethics training are involved. However, the analyses did find some interesting interactions of statistical significance between moral cognizance, as determined by P-score, and the individual factors of license and gender when compensation was not included. While the results of the study were inconclusive, the study extends Kohlberg's research on cognitive moral development using Rest's Defining Issues Test to healthcare executives. It also contributes to the existing body of literature by introducing the variable of compensation plan to the moral cognizance equation. Future research in the healthcare field in relation to moral cognizance and financial performance will become a necessity as the focus on healthcare as a business continues to grow and society insists the highest values from its providers.

Thesis (Ed. D.)--East Tennessee State University, 2003.
Title from electronic submission form. ETSU ETD database URN: etd-0819103-152940. Includes bibliographical references. Also available via Internet at the UMI web site.

Thesis (MBA)--Stellenbosch University, 2005.
ENGLISH ABSTRACT: This thesis researches World Class Manufacturing Techniques (WCMT) and their applicability in a Non-Production Environment such as an inbound call centre in the financial services sector. These WCMT involve a set of innovative techniques and principles, which are applied by foremost manufacturing companies. These techniques however, are not sacred and one always needs to refer back to the objectives of World Class Manufacturing, namely to (a) Eliminate waste, (b) Improve quality, (c) Shorten lead times, (d) Reduce costs, and (e) Improve morale and seek other improvements. The importance lies in attaining the objectives in the context of the necessary manufacturing tasks. Companies applying these techniques demonstrate significant productivity gains, production synergies, reduced rework and more reliable on-time delivery. In the highly competitive global market, these offer a competitive advantage for such companies. A critical and essential element of a company's strategic vision is a clearly defined and healthy competitive advantage. It is imperative that a company's vision is clearly aligned to its business objectives and goals. The WCMT is a tool that aligns the business vision and strategic objectives to realize its competitive advantage. By aligning the vision to its competitive advantage, it is crucial that the company challenge its existing production processes and the way in which it operates. Existing production processes need to be continuously reviewed and adjusted where necessary to sustain the competitive advantage. This paper is a practical example of how a non-production organisation can apply these WCMT to sustain its competitive advantage. The WCMT such as Theory of Constraints (TOC), Just in Time (JIT) and Total Quality Management (TQM) are discussed and applied in the inbound call centre of a medical aid administration company. In a relatively short time span, some remarkable sustainable productivity improvements were achieved. This would imply that these WCMT could be applied in traditional non-production environments.
AFRIKAANSE OPSOMMING: Hierdie navorsings werkstuk ondersoek Wêreld Klas Vervaardigings Tegnieke (WCMT) en die moontlike toepassing daarvan in 'n nie-vervaardigings omgewing, soos 'n inbeldienssentrum in die finansiële dienste sektor. Hierdie WCMT omsluit 'n groep innoverende tegnieke wat huidiglik aangewend en toegepas word in die meeste vervaardigings ondernemings. Hierdie tegnieke is nie beperk nie en verwys altyd terug na die doelstellings van WCMT naamlik (a) Vermindering van afval, (b) Verbetering van kwaliteit, (c) Verkorting van wag periodes, (d) Verlaging van kostes, en (e) Verbeterende personeel moraal en die voortdurende soeke na ander verbeteringe. Die belangrikheid van WCMT lê in die bereiking van hierdie bogenoemde doelwitte binne die konteks van die noodsaaklike vervaardigings metodes. Ondernemings wat hierdie tegnieke toepas vind groot produksiekapasiteit verbeteringe, produksie sinergie, 'n verlaging in die oordoen van foutiewe werk en ondervind ook grotendeels meer gereelde op-tyd aflewering. In die hoogs kompeterende globale mark bied die WCMT die broodnodige mededingende voordeel aan hierdie ondernemings. Die kritieke en belangrike bestanddeel van 'n onderneming se strategie en visie is die onderneming se vermoë om 'n deeglike en gesonde mededingende voordeel bo sy mededingers te hê. Dit is van kardinale belang dat die onderneming se visie behoorlik in lyn is met die onderneming se strategiese doelwitte. Hierdie WCMT is 'n instrument wat die onderneming kan aanwend ten einde sy visie en strategiese doelwitte, asook sy kompeterende voordeel, te bereik. Dit is krities belangrik dat 'n onderneming se visie en sy kompeterende doelwitte gesinkroniseer en gelykgestel is en verder dat die onderneming ook sy huidige produksie prosesse herevalueer, asook die manier waarop die onderneming opereer. Huidige produksie prosesse moet voortdurend geherevalueer en aangepas word waar nodig, ten einde die onderneming se voortdurende kompeterende voordeel te behou. Hierdie navorsings stuk is 'n voorbeeld van die praktiese toepassing van WGMT en hoe hierdie tegnieke 'n onderneming behulpsaam kan wees ten einde sy kompeterende voordeel te behou. Die WGMT soos die Teorie van Beperkings (TOC), Net Betyds (JIT) en Totale Kwaliteit Beheer (TQM) word deeglik ondersoek en bespreek. Die navorser ondersoek voorts die moontlikheid om hierdie tegnieke toe te pas in 'n in beldienssentrum by 'n administrateur van mediese fondse. In 'n relatiewe kort periode het die navorser noemenswaardige en voortdurende produksie verbetering teweeg gebring deur die toepassing van WGMT. Die navorser het afgelei dat hierdie WGMT nie net beperk is tot die vervaardigings sektor nie, maar dat dit ook in die nie-vervaardigings sektor doeltreffend aangewend kan word.

There is huge potential for improvement of the healthcare industry through the use of emerging technologies. The problem, however, is, that due to heavy regulation there are just few technology- based solutions that are utilised and the dental market particularly is not yet digitalised. As a basis for the business model, the current state of the art of technology and the adaptiveness capacity in healthcare was analysed. The outcome demonstrates, that there is an immense need for patient- centred solutions and that digital transformation in healthcare often fails due to the complex implication. Furthermore, trends and challenges have been analysed, which reveal that the main challenge is a lack of societal acceptance for current data protection regulations. The main trends are Artificial Intelligence (AI) and wearable medical devices. The internal analysis comes up with strategy propositions to turn the market potential into an actual income stream, and design the service in a way, that is easy to use and avoids the challenges outlined above. Finally, the income statement underpins the business´ potential in the market with numbers, based on assumptions and findings. To get key insights and prove the businesses relevance, the business model was presented to 20 dental market experts, who filled out a survey to gather data and draw conclusions from it. The primary research uncovered that the trends detected are relevant and the market need for such a solution is identified. Generally, the results are in line with the business model´s solution and its expectations.
There is huge potential for improvement of the healthcare industry through the use of emerging technologies. The problem, however, is, that due to heavy regulation there are just few technology- based solutions that are utilised and the dental market particularly is not yet digitalised. As a basis for the business model, the current state of the art of technology and the adaptiveness capacity in healthcare was analysed. The outcome demonstrates, that there is an immense need for patient- centred solutions and that digital transformation in healthcare often fails due to the complex implication. Furthermore, trends and challenges have been analysed, which reveal that the main challenge is a lack of societal acceptance for current data protection regulations. The main trends are Artificial Intelligence (AI) and wearable medical devices. The internal analysis comes up with strategy propositions to turn the market potential into an actual income stream, and design the service in a way, that is easy to use and avoids the challenges outlined above. Finally, the income statement underpins the business´ potential in the market with numbers, based on assumptions and findings. To get key insights and prove the businesses relevance, the business model was presented to 20 dental market experts, who filled out a survey to gather data and draw conclusions from it. The primary research uncovered that the trends detected are relevant and the market need for such a solution is identified. Generally, the results are in line with the business model´s solution and its expectations.

碩士
國立臺灣大學
企業管理碩士專班
103
This following business plan analyzes the current operations and positioning of a private facial healthcare clinic operating in Ulaanbaatar, Mongolia, and discovers ways to prepare the clinic for future challenges and to strengthen its position. Furthermore, it explores general developments of the global private healthcare sector and considers them for the proposed strategic actions. After thorough analysis, we found the clinic’s current business model to be generally well-prepared for future challenges. Nonetheless, we identified room for improvements within its internal, as well as external, activities. In order to improve its internal situation, we suggest alterations to the company’s Human Resource policies and management activities. From an external perspective, we managed to enhance the company’s online marketing activities and suggested additional traditional marketing activities. Following our suggestions, we expect the clinic to continue in generating solid profits and in expanding its market share via a long-term growth strategy.

O presente projeto consiste na análise de viabilidade económico-financeira quanto à construção de novas infraestruturas para uma clínica já existente, o CRD, na vila de Ferreira do Zêzere, distrito de Santarém. Realizou-se uma revisão literária com especial enfoque no sistema de saúde português, e como surge a oportunidade de mercado para o setor privado da saúde em Portugal. Estudou-se o mercado envolvente com recurso à análise externa, caracterizando o país e o local onde este projeto será executado, bem como uma análise interna (estrutura interna, concorrência, fornecedores, clientes, etc.). Numa perspetiva externa foram apresentadas as oportunidades e ameaças do mercado, e numa perspetiva interna identificaram-se os pontos fortes e fracos da empresa. O investimento inicial estimado é de 410.829,67€, considerando um período de exploração de 15 anos, tendo início em janeiro de 2020. Após a análise de viabilidade económico-financeira verificou-se que o projeto é viável, apresentando um VAL positivo de 47.112,44€ e uma TIR de 8,92%, a uma taxa de atualização de 7%. Assim, prevê-se que o investimento seja recuperado em 11 anos. Também na análise de sensibilidade foi possível verificar que quer as vendas aumentem ou diminuam 3% ou 5%, a uma taxa de atualização de 7%, o VAL é sempre positivo. É de salientar que o investimento inicial considerado está assente em pressupostos de valores máximos, sendo provável que o investimento inicial seja inferior ao estimado. Deste modo é possível concluir que o projeto tem as condições necessárias para ser rentável, sustentável e para ser aceite pelos investidores.
This project consists on the analysis of the economic-financial viability of the construction of new infrastructures for an existing clinic, the CRD, in Vila de Ferreira do Zêzere, district of Santarém. A literary review was conducted with a special focus on the Portuguese health system, and how the market opportunity emerges for the private health sector in Portugal. The evolving market was studied with the use of external analysis, featuring the country and the place where this project will be developed, as well as an internal analysis (internal structure, competition, suppliers, customers, etc.). In an external perspective, the opportunities and threats were introduced, and in an internal perspective, the company's strengths and weaknesses were identified. The estimated initial investment is 410.829,67€, considering a 15-year exploration period beginning on January 2020. After the economic-financial viability analysis, it was found that the project is viable, presenting a positive VAL of 47.112,44€ and a TIR of 8.92%, at a discounted rate of 7%. Thus, the investment is expected to be recovered in 11 years. Also on the sensitivity analysis, it was possible to verify that either sales increase or decrease 3% or 5%, at a discounted rate of 7%, VAL is always positive. It shall be noticed that the initial investment estimated is based on maximum values, and probably the initial investment will be less than expected. Since, it is possible to conclude that the project got all necessary conditions to be profitable, sustainable and to be accepted by the investors.

During an intervention, occupational therapy practitioners (OTPs) can customize it by creating a novel product adaptation. Such adaptive products help individuals to participate fully in occupations and activities (AOTA), 2016a). Potentially, the need for the adaptive product could be greater than the one individual for whom it was intentionally designed. This doctoral project investigates the impact of OTP designed products not getting to market, the factors that contribute to this limitation, and propose an online course to address the problem. The pathway of the AquaEve urinal becoming a population application is used as a case example. The Assistive Technology Device Development: Moving from design to market ready (AT to Market) course will be implemented as a pilot course. The goal of this five-module course is to guide OTPs to achieve milestones on the path to bringing a novel AT product to market. The creation of a comparison product chart, a narrative description of the problem and solution, achievement of a working prototype, and the creation of a business plan are the measurable outcomes of this course. This doctoral project describes the contributing factors to the course including funding, outcomes research, and dissemination plans due to their contribution to the goal of the viability of the AT to Market course as a repeatable offering. The Assistive Technology Device Development: Moving From Design to Market Ready course will guide OTPs through the innovative and entrepreneurial steps to contribute to the emerging technology trend and advance the quality of health care through the development of healthcare enhancing products extending from their client creations.
2020-10-23T00:00:00Z

This thesis acquaints the reader with specifics in health care business, it defines closely a field of influence of a medical rehabilitation and also describes a provision of health care services in the field of physiotherapy. The main goal of the thesis is to prepare basis and elaboration of the business plan for establishing of a private health care facility and an independent physiotherapeutic practise in Tachov district in the Czech Republic. The theoretical part describes the health care system in the Czech Republic, further defines medical rehabilitation and it specifies field of physiotherapy closely. At the same time in my thesis, I mentioned a theoretical basis for establishing of a company including a brief and clear instruction on how to proceed in setting up a private health care facility "step by step". In the practical part, an analysis of the internal and external environment in the area of the newly developed health care facility in Tachov district is performed. Furthermore, in this part, a SWOT analysis is processed and described, which determines the strengths, weaknesses and opportunities and threats for the new enterprise. In this part of thesis it is crucial the preparation of the business plan, which takes into account demographic data, the location of health care facility and...

O problema do mau-hálito (ou halitose) é geralmente associado a questões de imagem pessoal, constituindo por isso fonte de preocupação, sobretudo junto das pessoas de classes mais elevadas e/ou pessoas mais expostas ao contacto com outros. É esta a razão pela qual existem inúmeros produtos que promovem a sua resolução, embora na maioria das vezes seja apenas um disfarce do problema. Contudo, provavelmente não é do conhecimento do público em geral é que ter mau-hálito pode não ser a causa, mas antes a consequência de outro tipo de problemas, os quais apenas um profissional com qualificação multi-disciplinar poderá ter a competência e conhecimentos para decifrar. O presente projecto pretende, no âmbito do marketing de saúde e social, informar e alertar não só a população geral, mas em especial os profissionais de saúde sobre o tema. Em segundo lugar, este projecto destina-se também a criar condições para a implementação em Portugal de um negócio para tratamento da halitose. Palavras chave: mau-hálito, marketing na saúde, marketing social, plano de negócio na área da saúde.
The problem of bad breath (or halitosys) is usually associated to personal image issues, which makes it a source of concern, specially for persons of a higher social class and/or persons who are more exposed in their contact to others. This is the reason why there are so many products who promote their resolution, although most of the time is only a disguise of the problem. However, the point not so well know is that having bad breath is not the cause, but the consequence of other type of problems, that only a multi-disciplinar qualified professional may have the competence to decode. The present project pretends, in the scope of the social and health marketing, to inform and alert not only the general population, but in special the health professionals. In second, this project aims also to create the conditions for the implementation in Portugal, of a business for the treatment of the halitosys. Keywords: bad breath, heatlh marketing, social marketing, healthcare business plan.

Ao longo dos últimos anos, a evolução tecnológica digital abriu novos horizontes para o mercado e para as empresas. Os dispositivos "mobile" tais como "smartphones", "tablets" e "smartwatches" têm remodelado a forma como os consumidores pesquisam informações, contactam familiares e amigos, consomem media, compram produtos, aprendem novas competências, mantém-se informados, monitorizam a sua saúde, etc. O mercado da saúde está também sujeito a estas mudanças do comportamento das pessoas e precisa de novas estratégias de marketing para corresponder à altura do desafio. Ao longo da revisão de literatura são analisadas noções relativas a vários temas relacionados com o marketing de saúde, marketing de serviços, marketing relacional, mobile marketing, "e-health" e experiência de consumidor, que tornam relavante a elaboração de um plano de marketing focado em corresponder à atual exigência de construir uma "customer journey" que envolva o "digital mobile" ao longo de todos os passos no percurso dos clientes. A Cintramédica é um grupo de saúde que detém várias clínicas e espaços de saúde na região de Sintra e que pretende posicionar-se de forma diferenciadora em relação à concorrência, correspondendo à tendência do seu segmento de mercado relativamente à aplicação de estratégias de proximidade com o cliente, com o objetivo de aumentar os níveis de lealdade. Tendo em conta os objetivos estabelecidos e análise realizada, é apresentada a jornada de consumidor do cliente de fisioterapia e definido qual o papel do "mobile" em cada um dos momentos. Consequentemente, são definidas as respetivas táticas de ação, orçamento e métricas de avaliação.
In the past few years the digital technology evolution has been opening new horizons to the overall market as well as to individual companies. Mobile devices such as smartphones, tablets and smartwatches have redefined the way consumers search for information, keep in contact with their families and friends, access a variety of media content, buy products, learn new skills, keep informed, monitor their health, and so on. The healthcare market segment is affected by all these changes in people's behaviour and has to develop new marketing strategies to keep up with them. Throughout the literature review are presented a variety of topics related to healthcare marketing, service marketing, relationship marketing, mobile marketing, e-health and customer experience which were relevant to develop a marketing plan focused on building a customer journey using the mobile and digital point of view for each of the client's steps. Cintramédica is a private healthcare services group composed of various clinics and healthcare proximity locations in the Sintra region. Its goal is to establish a differentiating positioning strategy from its competition, that will help to move along with the segment trends which supports a customer centric approach as an important factor to increasing loyality levels. The plan starts by establishing the goals and analysing the current situation, presenting then the physiotherapy customer's journey and introducing the mobile's role for each of the service moments, followed by actional tactics, budget and evaluation metrics.