1. SHOPS is funded by the U.S. Agency for International Development. Abt Associates leads the project in collaboration with Banyan Global Jhpiego Marie Stopes International Monitor Group O’Hanlon Health Consulting Business for Health Business Skills for Private Medical Practices Module 20: Understand the Market

2. A Quick Start Welcome! While you are waiting for the class to begin, please take the Pre-Test and make sure your name is on it before you hand it to the facilitator. While you are waiting for the class to begin, please take the Pre-Test and make sure your name is on it before you hand it to the facilitator. Thank you!. 2 Health Mini MBA: Business Skills for Small Scale Private Medical Practices

3. Agenda Welcome Who Are Your Customers? Why Did Your Customers Select You? Why Do You Need to Know Your Customers? Who are Your Competitors? How Can Your Practice Be More Competitive? Addressing Competitive Disadvantages Summary and Evaluation Close 3 Health Mini MBA: Business Skills for Small Scale Private Medical Practices

4. Learning Objectives During this session, you will: 1.identify who your customers are; 2.rank the factors that made your customers choose you; 3.analyze why it is important to know who your customers are; 4 Health Mini MBA: Business Skills for Small Scale Private Medical Practices

5. Learning Objectives 4.determine who your competition is; 5.describe how to be more competitive in your market; 6.discuss the next step; and 7.state your key take-away from this session. 5 Health Mini MBA: Business Skills for Small Scale Private Medical Practices

6. Introduction You will have 1 minute to introduce yourself: 1.Your name 2.Your position 3.Your business 4. How long you have been in business 6 Health Mini MBA: Business Skills for Small Scale Private Medical Practices

7. Who Are Your Customers? Health Mini MBA: Business Skills for Small Scale Private Medical Practices 7

8. Who Are Your Customers? If we define customers as those who: 1.make the decision to get health care, and 2.pay for their health care? 8 Health Mini MBA: Business Skills for Small Scale Private Medical Practices

9. Why Did Your Customers Select You? Health Mini MBA: Business Skills for Small Scale Private Medical Practices 9

10. Why Did Your Customers Choose You? Factors that can impact health care decisions Importance to Individual Customers Importance to Organizational Customers Location/Convenience Hours Available Products/Services Specific Clinician or Specialist Insurance Coverage Specialty Areas Quality of Products/Services 10 Health Mini MBA: Business Skills for Small Scale Private Medical Practices

11. Why Did Your Customers Choose You? Factors that can impact health care decisions Importance to Individual Customers Importance to Organizational Customers Cleanliness of Facility Past Experience Price Recommendations from Family/Friends Marketing Messages Referrals from Other Health Practitioners 11 Health Mini MBA: Business Skills for Small Scale Private Medical Practices

12. The Bottom Line 12 Health Mini MBA: Business Skills for Small Scale Private Medical Practices The only customers who think about price first are your _ _ _ _ _ _ _ _ _ _ _ _ _ customers. When your individual customers decide to get their health care, _ _ _ _ _ is not their first consideration. You do not necessarily have to _ _ _ _ _ your prices to attract and keep your individual customers.

13. The Bottom Line 13 Health Mini MBA: Business Skills for Small Scale Private Medical Practices The only customers who think about price first are your ORGANIZATIONAL customers. When your individual customers decide to get their health care, _ _ _ _ _ is not their first consideration. You do not necessarily have to _ _ _ _ _ your prices to attract and keep your individual customers.

14. The Bottom Line 14 Health Mini MBA: Business Skills for Small Scale Private Medical Practices The only customers who think about price first are your ORGANIZATIONAL customers. When your individual customers decide to get their health care, PRICE is not their first consideration. You do not necessarily have to _ _ _ _ _ your prices to attract and keep your individual customers.

15. The Bottom Line 15 Health Mini MBA: Business Skills for Small Scale Private Medical Practices The only customers who think about price first are your ORGANIZATIONAL customers. When your individual customers decide to get their health care, PRICE is not their first consideration. You do not necessarily have to LOWER your prices to attract and keep your individual customers.

16. Why Do You Need to Know Your Customers? Health Mini MBA: Business Skills for Small Scale Private Medical Practices 16

17. The Benefits of Knowing Who Your Customers Are 17 Health Mini MBA: Business Skills for Small Scale Private Medical Practices Situation #1: Overwhelmed with Customers Question: If you know who your customers are and what their needs and expectations are, how can you better manage your patient load?

18. The Benefits of Knowing Who Your Customers Are 18 Health Mini MBA: Business Skills for Small Scale Private Medical Practices Situation #2: Not Enough Customers Question: If you know who your target customers are and what their needs and expectations are, how can that help you attract new customers?

19. Who Are Your Competitors? Health Mini MBA: Business Skills for Small Scale Private Medical Practices 19

20. Do You Have Any Competition? 20 Health Mini MBA: Business Skills for Small Scale Private Medical Practices Where Else Do Your Customers Go?Why? What can you do to influence a change in their behavior, so that individuals seeking health care prefer to come to you first?

21. How Competitive Is Your Practice? Health Mini MBA: Business Skills for Small Scale Private Medical Practices 21

22. How Does Your Practice Compare? 22 Health Mini MBA: Business Skills for Small Scale Private Medical Practices FactorMy Practice My Nearest/Most Important Competitor Explanation for the Ratings

23. Can Your Practice Be More Competitive? Health Mini MBA: Business Skills for Small Scale Private Medical Practices 23

24. How to Increase Your Competitiveness Strongest Points (Competitive Advantages) Why? 1. What makes your practice more attractive than your competitor? Health Mini MBA: Business Skills for Small Scale Private Medical Practices24

25. How to Increase Your Competitiveness Weakest Points (Competitive Disadvantages) Why? 2. What makes your practice less attractive than your competitor? Health Mini MBA: Business Skills for Small Scale Private Medical Practices25

26. How to Increase Your Competitiveness Health Mini MBA: Business Skills for Small Scale Private Medical Practices26 3. How can you exploit your strengths to minimize your weak points? 4. Do your weak points matter, or is there something that compensates for them? 5.What can you do to begin to strengthen your weak points?

27. Addressing Competitive Disadvantages Health Mini MBA: Business Skills for Small Scale Private Medical Practices 27

28. Big Dogs Run in the Tall Grass Working with your table group, please: 1.Identify Afya Hospital’s current competitive disadvantages; and 2.Propose remedial actions to minimize or remove these disadvantages. 28 Health Mini MBA: Business Skills for Small Scale Private Medical Practices

29. Big Dogs Run in the Tall Grass 29 Health Mini MBA: Business Skills for Small Scale Private Medical Practices Afya Hospital Competitive Disadvantages Proposed Remedial Actions

30. Battling the Export-Import Trade Working with your table group, please: 1.Identify Labpath’s current competitive disadvantages; and 2.Propose remedial actions to minimize or remove these disadvantages. 30 Health Mini MBA: Business Skills for Small Scale Private Medical Practices

31. 31 Health Mini MBA: Business Skills for Small Scale Private Medical Practices Labpath Competitive Disadvantages Proposed Remedial Actions Battling the Export-Import Trade

32. Summary and Evaluation Health Mini MBA: Business Skills for Small Scale Private Medical Practices 32

33. Evaluation Sheet 33 Health Mini MBA: Business Skills for Small Scale Private Medical Practices

34. The Next Step To remain competitive, you need to find out exactly why your customers have chosen to come to your practice. 1.Create a customer survey. 2.Give the survey to your customers. 34 Health Mini MBA: Business Skills for Small Scale Private Medical Practices

35. The Next Step 3.Answer these questions based on your customers’ responses: A.If a new competitor enters my market, will my strong points help my practice survive? B.Could a competitor exploit my weak points and take customers away from my practice? 35 Health Mini MBA: Business Skills for Small Scale Private Medical Practices

36. The Next Step 4.Consider surveying potential clients to find out: what factors are important when they choose a practice?; where do they go now?; and what would need to happen for them to consider coming to your practice? 36 Health Mini MBA: Business Skills for Small Scale Private Medical Practices

37. Resources  Customer Loyalty: Do You Include All 3 Critical Elements?  Sample Customer Satisfaction and Loyalty Survey Questions 37 Health Mini MBA: Business Skills for Small Scale Private Medical Practices

38. Let’s See How Much You’ve Learned Please take the Post-Test. We will compare it to your Pre-Test to see how much you’ve learned in this session. Thank you. Health Mini MBA: Business Skills for Small Scale Private Medical Practices38

39. My Key Take-Away 39 Health Mini MBA: Business Skills for Small Scale Private Medical Practices