Lovelace Medical Center Comprehensive Weight Loss Program

A. Business Plan Summary

1) Lovelace Medical Center will provide a comprehensive weight loss program available
to the public but also to Lovelace employees. The program will include tiered service
packages that have different level promotions.

2) This program will provide Lovelace with a health program that will engage clients to
lead a healthful life. The program is developed in order to help the Lovelace community
seek

3) This will be a service available to all Lovelace Medical Center physicians, clinicians,
and employees.

4) Dietitians will provide nutrition topics weekly for the Lovelace community to
implement at home. Clients will leave our program with greater nutrition knowledge.

5) According to the New Mexico Department of Health in 2015, the percentage of adults
that were obese was 28.4%. The CDC has defined obesity as a BMI >30. Obesity
increases the risk of several chronic diseases such as type 2 diabetes, dislipidemia,
hypertension, and heart disease. This business will help educate the importance of diet in
preventing the development of obesity. It will also confront healthy, individualized ways
to lose weight. This will overall help better the health of the Lovelace community by
making nutrition information available for them.

B. Marketing Plan

1) Products or Services

I. This service will provide our customers with their individual nutrition
assessment. They will get screened by a Registered Dietitian, who will therefore
give a recommended caloric need and macronutrient breakdown.

II. Our program is geared toward the specific needs of a client. These
recommendations will be made in order to help client achieve their nutrition
goals.

III. Services will be provided by a dietitian 2 times per month.

IV. Lovelace Medical Center will provide the materials needed by our program.
 V. We will provide a chef created recipe book in order to aide clients with a
future cooking reference.

2) Distribution

I. Our services will be distributed during nutrition sessions two time(s) per week.

3) Industry

I. Out industry is continually growing; therefore we want to be able to expand our

employee wellness. This is important in order to keep our employees healthy.

II. The future of this industry will be strong if we identify certain incentives
employees can get for wanting to improve their health through our program.

4) Customers

I. Our customers will consist of current employees, as well as patients that have
been referred for the program by their healthcare provider.

II. Taking into consideration the rapid rate of obesity within our state, we believe
that providing healthcare providers with nutrition information will not only
change their health and wellness journey, but also their future patients.

III. The plan is to eventually expand this business and provide a permanent
position for a Registered Dietitian, who will provide individualized meal plans for
each client.

IV. Lovelace currently has employed registered dietitians on staff, by taking into
account their work; they can help expand the health and wellness program at
Lovelace.

5) Competition

I. Our main competitors would be local businesses around Albuquerque that have
been shown to provide “nutrition supplements and meal plans”.

II. The main weakness of these programs is that they are not supported by a
Registered Dietitian, and do not provide nutrition information that is supported by
research.

6) Position

I) Our competitive advantages is that we are supported by a medical center, with

 health care providers that are educated in nutrition.

7) Image and Packaging

I) The image of our business will be the same logo as Lovelace, but with an
attached “Weight Loss Program”.

II) Our business will be meeting at Lovelace Medical Center Downtown.

8) Pricing

I) Our pricing strategy will be $50 a month. We wanted to provide our community
a discounted priced compared to our competitors. We will provide a tiered
system, with the least expensive tier being a basic nutrition assessment. The next
tier will provide necessary calories and macronutrient breakdown. The final tier
will provide all of the following with the addition of a meal plan.

II) Prices found by local businesses begin at $66 per month. There was one 60 day
trial of a weight loss business that charged $570.

9) Marketing Goals

I) I want this start up business to be successful and grow in order to provide,

health and wellness for Lovelace Employees and the community. The plan will be
to reach out to marketing for assistance.

10) Marketing Strategy

I) Will allow marketing at LMC to produce flyers, also bring it up at employee

meeting.

C. Management Description

1) The dietitian on the Lovelace Medical staff will handle the functions of the business.

2) The duties will include running the nutrition topic classes. Qualifications will include
earning a bachelor’s degree in Nutrition and Dietetics, as well as obtaining registered
dietitian licensure.

3) We will only begin with one RD. As needed we will grow the staff.

4) The beginning cost of the business will be $3,000 and will include a laptop for RD,
materials to print cook books for clients, and materials for cooking classes.

5) Our finances will be provided through LMC.

7) We will accept check and credit cards made out to LMC. Will accept insurance
approved by LMC.

8) The business will be taken over by the other LMC dietitians as needed.

9) If sales are not where we predicted them, we would think of a new way to market our
services. We would also think of partnering with a different department to promote our
services.

II) If costs are higher than expected, we will go with a different printing company
to print our handouts.

III) We will reevaluate our program bi-yearly to see how our program needs to
progress, if more employees are needed, etc.