Business Plan

Pediatric Convenient Care

Alexander Warren
Albany State University
NURS 6310 Primary Care Issues

Summary
Access to specialized medicine in rural areas is very limited. Here, in Cook County we
have a population of 17,066 residents with 26.4% of residents being under the age of 18
(census.gov). Currently, the closest option for pediatric care is no less than 35 minutes away.
The median household income is $35,983 which is very close to being considered poverty
(census.gov). This would lead me to believe that the average person in Cook County cannot
afford to drive 35 minutes away or take a day off work to take their child to a pediatrician. I
have been speaking with a pediatrician about opening a convenient care type office for
pediatrics. With over 4,500 residents of Cook County being under the age of 18, I believe there
is ample need for pediatric care.
There are several offices near the Memorial Hospital of Adel that are for rent. Several
have been used for doctors offices in the past and run around $800 a month in rent. I believe, as
the business begins, staffing would be minimal. I would need a scheduler/secretary to input
patient information and make follow up appointments/referrals. I could act as provider and
nurse, taking vital signs, administering injections, assessing patients, and prescribing medications
As the business grew we could hire additional employees as needed. During my pediatric
clinicals I worked with a Physicians Assistant who worked in a similar environment and she
saw a minimum of 15 patients a day. The minimum payer would be Peach Care, who, according
to the PA I worked with at clinicals, pays $82 dollars for a sick child visit. If we saw a minimum
of 10 patients a day at that minimum rate it would equal a total clinic income of $221,000. This
is the minimum amount I believe the office would make, with a ceiling much higher.

Business Concept
Currently there are four primary care physicians in Cook County and they are all
currently overworked. I currently work in home health and speak to their patients daily. They
all complain of 2 hour waiting times and the physicians only having 2-3 minutes to spend with
them. Also, none take patients on a walk-in basis. With their large patient loads and none
specializing in pediatrics, I believe this is a prime area for a pediatric walk-in clinic. Residents
of Cook County have nowhere to take their sick children and most do not have the time or
money to make the trip to another county for pediatric urgent care.

Market Analysis
My anecdotal evidence as to the health care shortage in Cook County is confirmed by
hrsa.gov. Currently, per hrsa.gov, Cook County is short two primary care physicians. This does
not sound significant, but when you consider there are currently only four physicians, this means
Cook County is in need of 50% more than it currently has. There isnt close to enough
physicians to handle the primary care needs of the adults in this county, not to mention the needs
of children. Over the last ten years, per census.gov, the population of Cook County has remained
a constant at around 17,000 residents.

Competition
Currently there is no direct competition to a pediatric walk-in clinic in Cook County.
With no care available on a walk-in basis sick children have nowhere to receive urgent health
care other than the ER. There are no advertising done for the current physicians in Cook County
and one has a large sign saying he is no longer accepting new patients. There is a great need, not
only for pediatrics, but for primary care in general in this area. All the currently practicing

physicians are well established and have high patient loads with none specializing in pediatrics
and only two accepting pediatric patients.

Competitive Analysis
As stated before, there are several primary care offices in Cook County that would
compete with the pediatric urgent care clinic. There are several offices that are in highly visible
areas that could be rented out for my purposes. One in particular is on the main thoroughfare
near the center of the largest town in Cook County. I believe this building would make a perfect
location for this practice and would help to market the business through its visibility and easy
accessibility.

Marketing Plan
I do not believe the marketing budget would need to be very high. In such a small town,
word of mouth would be the most beneficial instrument in gaining recognition. There are several
community days throughout each month in this county and having a booth set up would
quickly spread the word of the office. This would also be a free way to advertise. Placing an ad
in the local paper and county shopper would also distribute ads for the business to all of the
county cheaply.

Management Team and Personnel

There is little needed in way of personnel to begin this business. The pediatrician, a
single office staff, and I is all that is needed to begin the practice. There is very little staff need
which leads to very little risk involvement.

Financial Plan/Repayment Projections

I cannot begin to speculate on projections for 3-5 years but with so little needed to start
up the operation there is almost no risk involved. Since the laws in Georgia are very clear on
Nurse Practitioners not being able to work independently, I would need to partner with a
pediatrician. Repayment of any loans would be no later than 3-5 years due to the minimal
amount needed to begin the practice.

Census.gov. (2014, July 8). Retrieved November 29, 2014, from

http://quickfacts.census.gov/qfd/states/13/13075.html

Shortage Designation: Health Professional Shortage Areas & Medically Underserved

Areas/Populations. (n.d.). Retrieved November 27, 2014, from
http://www.hrsa.gov/shortage/