Ph.D.

ORTHOPAEDIC RESEARCH PROPOSAL

RESEARCH OBJECTIVES
TET FUND…British Council.
Musculoskeletal problems continue to represent a growing source of death and disability world-wide,
particularly with the growing burden of disease associated with an aging population and increase in the
rates of road traffic accidents. To address the societal and economic burdens presented by
musculoskeletal disorders, research in the normal biology of musculoskeletal tissues, the diseases and
injuries associated with these tissues, and the underlying mechanisms of musculoskeletal tissue
regeneration continue to gain importance. The future of academic orthopedics lies solely in the hands of
those who are open to translating new scientific knowledge gathered from evidence-based researches
into clinical practice, rather than from modification or refinement of current methods of diagnosis and
treatment. However, as is commonly understood, those most responsible for scientific conception and
creation-Clinician-Scientists– are generally not the ones applying these advances at the patient’s
bedside or the operating room, and vice versa. Recognition of the scarcity of clinicians with a
background that prepares them to develop new basic knowledge, and to critically evaluate the
underlying scientific basis of methods of diagnosis and treatment, has led to initiatives including
federally funded Physician-Scientist programs. However, for unknown reasons, orthopedic surgery,
more than other specialties, has struggled to recruit and retain surgeon-scientists, who possess a skill
set evermore rare in today’s increasingly complicated medical and scientific landscape. While the
reasons for this shortfall have yet to be completely elucidated, one thing is clear: If orthopedics is to
make significant advances in the diagnosis and treatment of musculoskeletal diseases and injuries,
recruitment of the very best and brightest surgeon-scientists to orthopedics must become a priority. The
low-recruitment success regarding future orthopedic surgeon-scientists in developing countries
especially in West Africa is the motivation for seeking a research Ph.D. in Orthopedics. Besides, the
National Postgraduate Medical College of Nigeria is currently battling with accreditation of their Faculty
of Orthopedics due to the fact that they lack qualified Orthopedic surgeons with Ph.D. degrees to
supervise Thesis of Fellowship graduates and their proposed combine degree MD/Ph.D. programs. The
National Postgraduate Medical College of Nigeria just passed a bill to commence the MD/Ph.D. program
curriculum, however, they are required to hire diaspora surgeon scientists who will train their first set of
clinician scientist. Having completed my orthopedic residency with subspecialty in Hip and Knee
Arthroplasty, it is my desire to consolidate my research experience with a research Ph.D from Cambride.

The demands of the orthopedist have increased tremendously during the last 30 years because of
changes in the demographic profile of population, increase in life expectancy, rapid urbanization and
increasing speed of mobility. In developed countries the burden of orthopedic disease is because of
aging population and social emphasis on the welfare of elderly. In low income countries it is because of
increasing population, rapid urbanization and using high speed vehicles with poor road safety and
driving standards.

The advances in medicine have largely been empirical. The intuition has guided development through
trial and error. Science has explained what was observed by clinicians.2 Now orthopedics has evolved
into an advanced specialty in view of research in biomechanics, biomaterials, electrophysiology,
molecular biology and genetics and advances in anesthesia, critical care and surgical practices.1 The
understanding of the human genome, use of genes, the delivery of growth factors and biologically active
agents may enhance healing of fractures and disease and help in stopping the progression or even halt
developmental and genetic disease. The rapidity and nature of recent scientific developments have
provided the potential for an astonishing array of novel advances that will suppress the old
treatment.2 It seems that more interventions will come from laboratory than from clinical experience.2

Orthopedic practices till now were guided by the research conducted in the West since the disease
profile was more or less the same. In the present times the disparity between disease profiles has
widened. The affluent nations have better living standards and health infrastructure. As a result the
infective diseases are practically eliminated and degenerative problems are in plenty. Most of the
research direction and funding is towards their needs while the low income countries which have 2/3 of
world population still see the natural history of disease.

Developed nations continue to research on the clinical problems they encounter. They have no reason
to spend funding on clinical problems which they do not face. Since the world is facing a dissimilar
clinical disease profile now, a solution has to be region-specific. There is an urgent need for low income
countries to conduct research on their clinical problems.

Any progress in the field of Medicine results from original basic and clinical research. Basic research
gives us a new and deeper understanding of health, disease and healing.4Clinical research guides us as to
how to improve the diagnosis and treatment and provide leads to new direction in basic
research.5 Development and evaluation of new technologies ultimately requires both basic and clinical
research. We know that stem cell, given a different stimulus and milieu, can transform to bone,
cartilage, muscle and many other cell lineage. However, we need to define the triggers as well as
mediators to these triggers and continuation of the process. Unfortunately most of the development has
taken place on implant and biomaterials and little at the cellular level.

We must resolve that basic and clinical research are two sides of one coin; both inseparable. Both
require similar commitment and both must be integrated in the same clinical setting. Basic research is
largely being conducted by nonphysicians world wide with a gradual decline in orthopedic surgeons as
researchers. Basic scientists bring skill to the research proposal but find it difficult to appreciate the
clinical relevance. Sarmiento believed, and rightly so, that an orthopedic surgeon who is trained as a
clinician-scientist and who understands the capabilities and limitations of the basic science approaches
is a superior collaborator.6It would be in the best interest of the speciality if this research is conducted
by orthopedic surgeons trained as clinicians and researchers or in a laboratory/departments where
orthopedic surgeons and nonphysicians are a team.

On the contrary, low income countries have not yet started thinking about region specific basic
research. They have very little infrastructure for research. The attitude of health planners is to support
patient care. The education and research is left to the interest of orthopedic clinicians. Hence all
research in these countries is conducted by clinicians because of their love towards research. The end
result is that there is a very little contribution from these countries to the pool of knowledge. Even
society does not recognize the researchers, while clinicians are recognized well. The low income
countries should devote resources and part of health budget towards need based research. This has to
be realized by teachers, orthopedic associations (whether of countries or region) and government health
planners.5 We need to bring a change in attitude. The research in these countries should not be done on
heterogeneous subjects. Such research may add to the scientific pool of knowledge but is not problem
solving. It may be worthwhile to conduct a study to document observations on one research question
but, on a similar subject, a series of research questions will give a summative solution to the problem.
We need to pick certain disease areas and have an all out approach to create credible research and
solution to burning problem. This may include research on etiology, epidemiology and prevention and
treatment of musculoskeletal disease. The low income countries have scarcity of funds to develop
infrastructure, hence centralized facility should be created for research to be used by one and all. The
government should consider research and teaching as equally important components of patient care. A
separate time allocation during the week should be given for research activities. Future progress in
career should be linked to academic performance. The credible research done rather than the number
of publications should be the criteria for promotions and rewards.

We need a cadre of orthopedic clinician scientists involved in basic, disease oriented, patient oriented
and prevention oriented research.7

Worldwide, there have been significant changes in the pattern of musculoskeletal diseases. Where there
was an abundance of infection of bone and joint, congenital deformities, and industrial injuries, these
have given way to road traffic accidents, spinal deformities, sports injuries and degenerative joint
diseases. Recently, there has been a marked increase in degenerative spinal and joint diseases because
of an aging population, and this trend will be more pronounced in the foreseeable future. One has also
witnessed treatment techniques being driven by high technology, including the introduction of
minimally invasive surgery, computer-guided surgery and extensive use of biomaterials. Because
orthopaedics started off on a rather empirical basis, rapid advances have occurred within the past four
to five decades. Advances in anaesthesia and development of surgical approaches fuelled such
advances. More recently, research in biomechanics, biomaterials, electrophysiology, molecular biology
and genetics has added greater momentum to such advances. From the patient’s point of view, there is
an increasing demand for preservation and enhancement of locomotor function and quality of life. From
the point of view of provision of medical care, an aging population, longer life expectancy, increasing
incidence of trauma and expectation of high quality of life have resulted in an increasing consumer
demand on musculoskeletal medicine. On the other hand, the explosion of medical knowledge and
technology has necessitated medical doctors, including orthopaedic surgeons, to keep abreast of what is
happening worldwide to be able to deliver a goodquality service as well as to satisfy patient
expectations.
Research development:

In order to further develop education and research, Dr. Lee have founded WelshBone in 2013 to
inspire and promote education and good clinical practice, it was endorsed by the Royal College
of Surgeons of Edinburgh and British Orthopaedics Association. This lead to the development of
clinical examination courses, practical workshops and the South Wales Orthopaedics Research
Network (SWORN). Dr. Lee is keen to promote and support orthopaedics and sports medicine
research, have supported many undergraduate and postgraduate projects.

Clinician-scientists, by virtue of being physicians active in research, have enormous potential to apply
scientific discoveries to patient care. Leaders in medicine and orthopaedic surgery have been lamenting
the current dearth of and decline in the number of these bridge-building physicians1-13. Historically,
orthopaedic surgery has been among the least successful disciplines in recruiting and developing
clinicianscientists3 . The U.S. National Institute of General Medical Sciences increasingly continues to
implement and support MD-PhD medical scientist training programs whose goal is to train physicians
who will bring the research bench

Please provide an assessment of this application regarding his or her qualifications for graduate study such as:

 Academic motivation
 Research ability
 Capacity for analytical thinking
 Writing skills
 Preparation for graduate study
 Potential for leadership in professio
1. Making travel arrangements for Clients including visas and tickets.

2. Receiving our individual clients and staff of our corporate clients (including their dependents) on arrival or in transit
at the airport, including airport lounge bookings, arranging for transport to pick them up and making hotel reservations
where necessary.

3. Assist in the application of international passports and visas for our individual clients and staff of our corporate
clients.

4. Provide advice and support to client that require residence permit and Visa on Arrival from the Nigerian
Immigration Service.

5. Making hotel reservations in any State in Nigeria and in the diaspora for our individual clients and staff of our
corporate clients.

6. Collating monthly invoices which shows the services provided in the month and payment due to the company by
our individual and corporate clients.

7. Provide support and advice for clients that intend to import goods, equipment and automobile into the Country and
provide contacts to the relevant department of the Nigerian Customs Service

Why Start an Orthopedic Clinic?

One of the specialty hospital related businesses that a medical personal, especially
someone who specializes in orthopedic could possibly and comfortably start in the United
States of America is an orthopedic hospital.
The fact that accidents do occur and bones get dislocated or fractured makes those who
are operating orthopedic hospitals to continue to be in business. Just like any business in
the healthcare industry, orthopedic hospitals are highly regulated, so if you decide to start
your own orthopedic hospital, then you should be ready to abide by the rules and
regulations governing the industry.
It is important to note that healthcare related businesses require that you first look at the
existing laws in the country or the state you reside before starting your own business. This
is because healthcare related businesses are usually highly regulated so as to guard
against the infiltration of quacks or substandard medical facilities.
So, if you have interest in starting your own orthopedic hospital, then you would need to pay
a visit to the health and medical regulatory body in your country to get all the needed
information before you can legally start your own.
You also have to ensure that you carry out thorough feasibility studies and market survey.
This will enable you locate the business in a good location and then hit the ground running.
Business plan is yet another very important business document that you should not take for
granted when launching your own orthopedic hospital business.
Below is a sample orthopedic hospital business plan template that can help you to
successfully write your own with little or no difficulty.

A Sample Orthopedic Hospital Business Plan Template

 Industry Overview

Orthopedic hospitals fall under the Specialty Hospitals Industry and this industry includes
companies that provide treatment for bone related accidents, diagnostic and medical
treatment to inpatients with a specific type of disease or medical condition. Specialty
hospitals include hospitals that primarily provide long-term care for the chronically ill and
those that offer rehabilitation, restorative and adjunctive services to physically challenged or
disabled people.
In contrast to traditional healthcare facilities, orthopedic hospitals provide specialized care
to patients in both large-scale, well-known establishments and small, local clinics. Over the
five years to 2018, revenue for this industry has increased in line with an aging population
and rising healthcare coverage.
The Specialty Hospitals Industry is a well – established industry in the United States,
Canada, and Australia; orthopedic hospitals work hand in hand with other manual – therapy
related professions such as massage therapy, osteopathy, and physical therapy et al.
The Specialty Hospitals industry that orthopedic hospitals is a part of is indeed a very
massive industry in the U.S. Statistics has it that The Specialty Hospitals industry in the
United States of America is worth $52 billion, with an estimated growth rate of 3.6 percent.
There are about 1,003 registered and licensed specialty hospitals in the United States and
they are responsible for employing about 304,779 people that comprises of orthopedic
surgeons and other health and non – health workers.
If you are considering starting your own orthopedic hospital in the United States, then you
should try and work around industry barriers. The truth is that the barriers to entry in the
Specialty Hospitals industry are high because of the significant regulatory requirements and
the experience and strength of incumbents. For example, medical licensure creates a
barrier to entry in the healthcare sector.
It is absolutely compulsory for any investor who is looking towards starting an orthopedic
hospital to meet extensive federal, state and local laws and regulations. These regulations
relate to the adequacy of medical care, equipment, personnel, operating policies and
procedures.
Regulations also involve maintaining adequate records, preventing fires, setting rates and
complying with building codes and environmental protection laws. These regulations make it
difficult and costly for aspiring entrepreneurs to enter the industry.
This line of business is not going into extinction anytime soon and no matter the location
you choose to locate your orthopedic hospital, with the right facility and publicity, you are
sure not going to lack patients with bone related accidents.

ORTHOCARE® HOSPITAL
Business Plan
Executive Summary
OrthoCare® Hospital, a subsidiary of OrthoCare Consults Inc. is a standard, licensed and
government approved multispecialist hospital with special interest in orthopedic and
orthodontal practice. This hospital will be located in the city of Abuja, Nigeria. We have been
able to acquire a standard corner piece facility in a good location that is quite suitable for
the kind of business.
OrthoCare® Hospital. is in the specialty hospital industry to provide diagnostic and
treatment of bone, joints, spine, maxillofacial, and dental related diseases. We are well
trained and equipped to service the market segments that require the services we will be
offering. OrthoCare® Hospital, Inc. will operate 24 hours 7 days a week service; our
hospital facility will be opened round the clock to attend to patients. We have a standard
medical call center that is manned by trained health workers. Our employees are going to
be well trained to operate within the framework of our organization and also to meet the
needs of all our customers and ensure that all our patients are given first class treatment
whenever they have cause to come to our hospital facility. We have a CRM software that
will enable us manage a one on one relationship with our customers no matter how large
they are.
OrthoCare® Hospital is a partnership that is owned and managed by Dr. Julius Oni and Dr.
Dr.Mandus Akonjom both of which are Foreign trained Orthopedic Surgeons with
experience in Total Joint Arthroplasties.

 Our Services

Bones Care® Orthopedic Hospital, Inc. is in the orthopedic hospital line of business to
ensure that our patients are well taken care of and our services will be carried out by highly
trained surgeons, nurses, nurse’s aides, chiropractors, medication management counselors,
physio-therapists and other health and non – health workers.
These are the health care services that Bones Care® Orthopedic Hospital, Inc. will be
offering;

 Inpatient bone and nerve care

 Outpatient bone and nerve care
 Diagnostic X-ray services
 Clinical laboratory services
 Operating room services
 Personal Injury Case Management

Our Vision Statement

Our vision is to become the number one choice when it comes to providing diagnostic and
treatment to bone related accidents in the whole of Georgia and also to be among the top
20 orthopedic hospitals in the United States of America.

 Our Mission Statement

Bones Care® Orthopedic Hospital, Inc. is in business is to establish an orthopedic hospital

that will take care of both the rich and the poor as long as they can afford our services. We
want to become one of the leaders in the specialist hospital industry in Georgia and in the
United States of America.

 Our Business Structure

Bones Care® Orthopedic Hospital, Inc. will be built on a solid foundation. From the outset,
we have decided to recruit only qualified professionals (orthopedic doctors and surgeons,
nurses, nurse’s aides, chiropractors, medication management counselors, physio –
therapists and other health and non – health workers) to man various job positions in our
organization.
We are quite aware of the rules and regulations governing the orthopedic hospital industry
which is why we decided to recruit only qualified employees. We hope to leverage on their
expertise to build our orthopedic hospital business to be well accepted in Savannah –
Georgia.
When hiring, we will look out for applicants that are not just qualified and experienced, but
who are honest and are ready to help us build a prosperous business. As a matter of fact,
profit-sharing arrangement will be made available to all our management staff and it will be
based on their performance for a period of ten years or more.
These are the positions that will be available at Bones Care® Orthopedic Hospital, Inc.;

 Chief Medical Director/Chief Executive Officer

 Orthopedic Doctor/Surgeon
 Pharmacist
 Physiotherapists/Nurses/Nurse’s Aides
 Information Technologist (Contract)
 Admin and Human Resources Manager
 Sales and Marketing Executive
  Accountant/Cashier
 Customer Care Executive
 Cleaners

Roles and Responsibilities

Chief Medical Director/Chief Executive Officer:

 Increases management’s effectiveness by recruiting, selecting, orienting, training,

coaching, counseling, and disciplining managers; communicating values, strategies,
and objectives; assigning accountabilities; planning, monitoring, and appraising job
results and developing incentives.
 Creates, communicates, and implements the organization’s vision, mission, and
overall direction – i.e. leading the development and implementation of the overall
organization’s strategy.
 In charge of fixing prices and signing business deals
 Accountable for providing direction for the business
 Responsible for signing checks and documents on behalf of the company
 Evaluates the success of the organization
 Reports to the board

Orthopedic Doctors/Surgeon

 Provides treatment of bone related accident, diagnostic and medical treatment to

inpatients with a specific type of bone disease or medical condition
 Together with other professionals carry out orthopedic surgeries on patients
 Offer occupational, physical, and bone therapy
 Responsible for handling bone related medical emergencies.

Pharmacist:

 Responsible for managing the daily activities in the dispensary

 Responsible for processing prescriptions and dispensing medication
 Responsible for ordering, selling and controlling medicines and other stock

Nurses/Nurse’s Aides

 Responsible for managing our patients

 Handles personal injury case management
 Responsible for offering medication management services
 Assists the orthopedic doctors and surgeons in treating patients and carrying out
surgeries

Sales and Marketing Manager

 Manages external research and coordinate all the internal sources of information
 Models demographic information and analyze the volumes of transactional data
generated by customer
  Responsible for handling business research, market surveys and feasibility studies
for clients
 Develops, executes and evaluates new plans for expanding sales
 Creates new markets cum businesses for the organization
 Empowers and motivates the sales team to meet and surpass agreed targets

Accountant/Cashier:

 Responsible for preparing financial reports, budgets, and financial statements for the
organization
 Provides managements with financial analyses, development budgets, and
accounting reports.
 Responsible for financial forecasting and risks analysis.
 Performs cash management, general ledger accounting, and financial reporting for
one or more properties.
 Responsible for developing and managing financial systems and policies
 Responsible for administering payrolls
 Ensures compliance with taxation legislation
 Handles all financial transactions for the organization
 Serves as internal auditor for the organization.

Client Service Executive

 Welcomes clients and potential clients by greeting them in person or on the

telephone; answering or directing inquiries.
 Ensures that all contacts with clients (e-mail, walk-In center, SMS or phone) provides
the client with a personalized customer service experience of the highest level
 Through interaction with clients on the phone, uses every opportunity to build client’s
interest in the company’s services
 Consistently stays abreast of any new information on the organizations’ products,
promotional campaigns etc. to ensure accurate and helpful information is supplied to
clients when they make enquiries

Cleaners:

 Responsible for washing and ironing bedsheets and clothes

 Responsible for cleaning the wards and hospital facility at all times
 Ensures that toiletries and supplies don’t run out of stock
 Handles any other duty as assigned by the admin and HR manager.

Orthopedic Clinic Business Plan – SWOT Analysis

Bones Care® Orthopedic Hospital, Inc. is set to become one of the leading orthopedic
hospitals in the whole of Georgia which is why we are willing to take our time to cross every
‘Ts’ and dot every ‘Is’ as it relates to our business. We want our orthopedic hospital to be
the number one choice of all residents of Savannah and other cities in Georgia.
We know that if we are going to achieve the goals that we have set for our business, then
we must ensure that we build our business on a solid foundation.
Even though our Chief Medical Director (owner) has robust experience in the orthopedic
industry, we still went ahead to hire the services of business consultants that are
specialized in setting up new businesses to help our organization conduct detailed SWOT
analysis.

This is the summary of the SWOT analysis that was conducted for Bones Care®
Orthopedic Hospital, Inc.;

 Strength:

Our strength lies in the fact that we have a team of well qualified bone related healthcare
professionals manning various job positions in our orthopedic hospital. As a matter of fact,
they are some of the best hands in the whole of Savannah – Georgia.
Our location, the business model we will be operating, our multiple payment options, well
equipped medical call center, ambulance services and our excellent customer service
culture will definitely be part of what will make us stand tall amongst our competitors.

 Weakness:

Perhaps our perceived weakness lies in the fact that we are just starting out and we may
not have the required finance to attract topflight orthopedic surgeons and doctors and also
the finance needed to acquire some of the latest medical and surgical equipment et al.

 Opportunities:

The opportunities that are available to orthopedic hospitals are unlimited considering the
fact that there are fewer privately run specialist cum orthopedic hospitals in Savannah –
Georgia and we are going to position our hospital to make the best out of the opportunities
that will be available to us here.

 Threat:

One of the major threats we are likely going to face is the presence of well – established
orthopedic hospitals and of course other players in the Hospital and Healthcare industry in
our target market location that also treat bone related ailments. Some other threats that we
are likely going to face when we start our orthopedic hospital are mature markets, stiff
competition, volatile costs, and rising medical care prices.

Orthopedic Clinic Business Plan – MARKET ANALYSIS

 Market Trends
The specialist hospital industry is indeed a thriving and dynamic industry; with the aid of
technology, it is becoming easier to treat, manage and cure some bone and nerve related
ailments that before now are not easy to handle.
The specialist hospital industry has recently begun consolidating, largely due to the
pressures of healthcare reform. The truth is that the demand for specialist health care
services has steadily grown over the last five years, as healthcare reform legislation
broadened insurance coverage and plummeting unemployment rate increased disposable
income.
As an investor in the specialist hospital industry cum orthopedic hospital, in order to
maintain an advantaged position in this competitive industry, you should source for the most
skilled and specialized orthopedic medical professionals.
One thing about this industry is that labor costs is on the high side. However, orthopedic
hospitals have also faced nurse and physician shortages and have struggled to recruit
qualified personnel. Industry profitability has generally risen over the past five years due to
increase in service prices. No doubt the specialist hospital industry cum orthopedic hospital
line of business will continue to grow and become more profitable because the aging baby-
boomer generation in Unites States are expected to drive demand for bone and nerve
related health care services.

 Our Target Market

Bones Care® Orthopedic Hospital, Inc. is in business to service a wide range of customers
in and around Savannah – Georgia. We will ensure that we target both self – pay customers
(who do not have health insurance cover), and those who have health insurance cover.
The fact that we are going to open our doors to a wide range of customers does not in any
way stop us from abiding by the rules and regulations governing the specialist hospital
industry in the United States. Our staff are well – trained to effectively service our customers
and give them value for their monies.
Our customers can be categorized into the following;

 The whole residents within the area where our orthopedic hospital is located
 Injured Sports Men and Women
 Corporate organizations such as banks, insurance companies, manufacturing
companies, oil and gas companies et al
 Schools
 Health Management Organizations (HMOs)

Our Competitive Advantage

Aside from the competition that exist amongst various orthopedic hospitals, they also
compete against other healthcare service providers such as general hospitals, teaching
hospitals, health centers and standard hospitals that also provide treatment for bone and
nerve related ailments and accidents.
To be highly competitive in the orthopedic hospital line of business means that you should
be able to deliver consistent quality service and should be able to meet the expectations of
your patients at all time.
Our hospital facility is well positioned (centrally positioned) and visible, we have enough
parking space with good security. Our staff are well groomed in all aspect of healthcare
service delivery and all our employees are trained to provide customized customer service
to all our patients. Our services will be carried out by highly trained professionals who know
what it takes to give our highly esteemed customers value for their money.
We are going to be one of the few orthopedic hospitals in the whole of Savannah – Georgia
that will run a standard medical call center for 24 hours a day and 7 days a week. We have
enough trained health workers that are ready to run a shift system.
Lastly, all our employees will be well taken care of, and their welfare package will be among
the best within our category in the industry. It will enable them to be more than willing to
build the business with us and help deliver our set goals and achieve all our business aims
and objectives.
Orthopedic Clinic Business Plan – SALES AND MARKETING STRATEGY

 Sources of Income

Bones Care® Orthopedic Hospital, Inc. will ensure that we do all we can to maximize the
business by generating income from every legal means within the scope of our industry.
Below are the sources we intend exploring to generate income for Bones Care® Orthopedic
Hospital, Inc.;

 Inpatient bone and nerve care

 Outpatient bone and nerve care
 Diagnostic X-ray services
 Clinical laboratory services
 Operating room services
 Personal Injury Case Management

Sales Forecast
It is important to state that our sales forecast is based on the data gathered during our
feasibility studies, market survey and also some of the assumptions readily available on the
field.
We have been able to critically examine the orthopedic hospital market, we have analyzed
our chances in the industry and we have been able to come up with the following sales
forecast. The sales projections are based on information gathered on the field and some
assumptions that are peculiar to similar startups in Savannah – Georgia.
Below is the sales projection for Bones Care® Orthopedic Hospital, Inc. it is based on the
location of our orthopedic hospital and of course the wide range of our services and target
market.
  First Year: $75,000 (From Self – Pay Clients / Patients): $150,000 (From Health
Insurance Companies)
 Second Year: $150,000 (From Self – Pay Clients / Patients): $350,000 (From
Health Insurance Companies)
 Third Year: $200,000 (From Self – Pay Clients / Patients): $650,000 (From Health
Insurance Companies)

Marketing Strategy and Sales Strategy

The marketing and sales strategy adopted by Bones Care® Orthopedic Hospital, Inc. will be
based on generating long-term personalized relationships with customers. In order to
achieve that, we will ensure that we offer top notch bone and nerve related health care
services at affordable prices.
All our employees will be well trained and equipped to provide excellent bone and nerve
related health care services. We know that if we are consistent with offering high quality
service, we will increase the number of our customers by more than 20 percent for the first
year and then more than 45 percent subsequently.
Before choosing a location for our orthopedic hospital, we conducted a thorough market
survey and feasibility studies in order for us to penetrate the available market and become
the preferred choice for residents of Savannah – Georgia, United States of America. We
have detailed information and data that we were able to utilize to structure our business to
attract the number of customers we want to attract per time.
We hired experts who have good understanding of the specialist hospital industry cum
orthopedic hospital line of business to help us develop marketing strategies that will help us
achieve our business goal of winning a larger percentage of the available market in
Savannah – Georgia.
In summary, Bones Care® Orthopedic Hospital, Inc. Services will adopt the following sales
and marketing approach to win customers over;

 Introduce our orthopedic hospital and the services we offer by sending introductory
letters to residents, health management organizations, medical insurance
companies, sports clubs, business owners and corporate organizations
 Advertise our orthopedic hospital in community based newspapers, local TV and
local radio stations
 List our orthopedic hospital on yellow pages ads (local directories)
 Leverage on the internet to promote our orthopedic hospital
 Engage in direct marketing
 Leverage on word of mouth marketing (referrals)
 Enter into business partnership with health management organizations, sports clubs,
government agencies and health insurance companies.
 Attend health care related exhibitions/expos with the aim of networking and
marketing our orthopedic hospital business.

Orthopedic Clinic Business Plan – Publicity and Advertising Strategy

Bones Care® Orthopedic Hospital, Inc. is in the orthopedic hospital line of business to
become one of the market leaders and also to maximize profits hence we are going to
explore all available means to promote our hospital.
Bones Care® Orthopedic Hospital, Inc. has a long – term plan of opening orthopedic
hospitals in key cities in and around Georgia which is why we will deliberately build our
brand in Savannah – Georgia before venturing out. Here are the platforms we intend
leveraging on to promote and advertise Bones Care® Orthopedic Hospital, Inc.;

 Place adverts on both print (community based newspapers and health magazines)
and electronic media platforms
 Sponsor relevant community health programs
 Leverage on the internet and social media platforms like; Instagram, Facebook,
twitter, YouTube, Google + et al to promote our brand
 Install our billboards in strategic locations all around Savannah – Georgia.
 Distribute our fliers and handbills in target areas
 Ensure that all our workers wear our branded shirts and all our vehicles and
ambulances are branded with our company’s logo.

Our Pricing Strategy

Bones Care® Orthopedic Hospital, Inc. will work towards ensuring that all our services are
offered at highly competitive prices compare to what is obtainable in the United States of
America.
Orthopedic hospitals and health care service providers usually leverage on the fact that a
good number of their clients do not pay the service charge from their pockets; private
insurance companies, Medicare and Medicaid are responsible for the payment. In view of
that, it is easier for orthopedic hospitals and health care service providers to bill their clients
based in their discretion.
However, in some cases orthopedic hospitals and health care service providers also adopt
the hourly billing cum per visit billing method. For example, it is easier and preferable for
orthopedic hospitals to bill personal bone injury case management services by the hour of
treatment required as against a fixed price.

 Payment Options

The payment policy adopted by Bones Care® Orthopedic Hospital, Inc. is all inclusive
because we are quite aware that different customers prefer different payment options as it
suits them but at the same time, we will ensure that we abide by the financial rules and
regulation of the United States of America.
Here are the payment options that Bones Care® Orthopedic Hospital, Inc. will make
available to her clients;

 Payment via bank transfer

 Payment with cash
 Payment via credit cards
 Payment via online bank transfer
  Payment via check
 Payment via mobile money transfer
 Payment via bank draft

In view of the above, we have chosen banking platforms that will enable our clients make
payment for our services without any stress on their part. Our bank account numbers will be
made available on our website and promotional materials to clients who may want to
deposit cash or make online transfer for services rendered.

 Startup Expenditure (Budget)

If you are looking towards starting an orthopedic hospital, then you should ensure that you
raise enough capital to cover some of the basic expenditure that you are going to incur. The
truth is that starting this type of business does not come cheap.
You would need money to secure a standard orthopedic facility, you will need money to
acquire orthopedic related medical equipment and supply and you would need money to
pay your workforce and pay bills for a while until the revenue you generate from the
business becomes enough to pay them. Again, it is expensive to acquire a standard
ambulance.
The items listed below are the basics that we would need when starting our orthopedic
hospital in the United States, although costs might vary slightly;

 The total fee for registering the Business in the United States – $750.
 Legal expenses for obtaining licenses and permits – $1,500.
 Marketing promotion expenses for the grand opening of Bones Care® Orthopedic
Hospital, Inc. in the amount of $3,500 and as well as flyer printing (2,000 flyers at
$0.04 per copy) for the total amount of – $3,580.
 The cost for hiring Business Consultant – $2,500.
 The total cost for computer software (Accounting Software, Payroll Software, CRM
Software, Microsoft Office, QuickBooks Pro, drug interaction software, Physician
Desk Reference software) – $7,000
 Insurance (general liability, workers’ compensation and property casualty) coverage
at a total premium – $3,400.
 The total cost for payment of rent for 12 months at $1.76 per square feet in the total
amount of – $85,800.
 The total cost for hospital remodeling (construction of racks and shelves) – $50,000.
 Other start-up expenses including stationery ($500) and phone and utility deposits –
($2,500).
 Operational cost for the first 3 months (salaries of employees, payments of bills et al)
– $500,000
 The cost for Start-up inventory (stocking with a wide range of products) – $150,000
 Storage hardware (bins, rack, shelves,) – $10,720
 The total cost for Nurse and Drugs Supplies – $3,000
 The total cost for orthopedic related medical equipment – $300,000
 The cost of purchase of ambulance and other vehicles – $100,000
 The cost for the purchase of furniture and gadgets (Computers, Printers, Telephone,
TVs, tables and chairs et al) – $4,000.
  The cost of launching a website – $700
 Miscellaneous – $10,000

We would need an estimate of $1.2M to successfully set up our orthopedic hospital in

Savannah – Georgia.
Generating Startup Capital for Bones Care® Orthopedic Hospital, Inc.
Bones Care® Orthopedic Hospital, Inc. is a private business that will be owned and
managed by Dr. Sean Wilberforce – Cater and his immediate family members. They are the
financiers of the business, but may likely welcome partners later which is why they decided
to restrict the sourcing of the startup capital for the business to just three major sources.
These are the areas we intend generating our startup capital;

 Generate part of the startup capital from personal savings

 Source for soft loans from family members and friends
 Apply for loan from the bank

N.B: We have been able to generate about $500,000 (Personal savings $300,000 and soft
loan from family members $200,000) and we are at the final stages of obtaining a loan
facility of $700,000 from our bank. All the papers and document have been duly signed and
submitted, the loan has been approved and any moment from now our account will be
credited.
Orthopedic Clinic Business Plan – Sustainability and Expansion Strategy
The future of a business lies in the number of loyal customers that they have, the capacity
and competence of their employees, their investment strategy and the business structure. If
all of these factors are missing from a business (orthopedic hospital), then it won’t be too
long before the business closes shop.
One of our major goals of starting Bones Care® Orthopedic Hospital, Inc. is to build a
business that will survive off its own cash flow without injecting finance from external
sources once the business is officially running. We know that one of the ways of gaining
approval and winning customers over is to offer our bone and nerve related health care
services (treatments) a little bit cheaper than what is obtainable in the market and we are
well prepared to survive on lower profit margin for a while.
Bones Care® Orthopedic Hospital, Inc. will make sure that the right foundation, structures
and processes are put in place to ensure that our staff welfare are well taken of. Our
organizations’ corporate culture is designed to drive our business to greater heights and
training and retraining of our workforce is at the top burner.
We know that if that is put in place, we will be able to successfully hire and retain the best
hands we can get in the industry; they will be more committed to help us build the business
of our dreams.
Check List/Milestone

 Business Name Availability Check: Completed

 Business Registration: Completed
 Opening of Corporate Bank Accounts: Completed
 Securing Point of Sales (POS) Machines: Completed
 Opening Mobile Money Accounts: Completed
 Opening Online Payment Platforms: Completed
 Application and Obtaining Tax Payer’s ID: In Progress
 Application for business license and permit: Completed
 Purchase of Insurance for the Business: Completed
 Leasing of facility and remodeling the facility: In Progress
 Conducting Feasibility Studies: Completed
 Generating capital from family members: Completed
 Applications for loan from the bank: In Progress
 Writing of Business Plan: Completed
 Drafting of Employee’s Handbook: Completed
 Drafting of Contract Documents and other relevant Legal Documents: In Progress
 Design of The Company’s Logo: Completed
 Printing of Promotional Materials: In Progress
 Recruitment of employees: In Progress
 Purchase of Orthopedic Related Medical Equipment and Ambulances et al: In
Progress
 Purchase of the needed furniture, racks, shelves, computers, electronic appliances,
office appliances and CCTV: In progress
 Creating Official Website for the Company: In Progress
 Creating Awareness for the business both online and around the community: In
Progress
 Health and Safety and Fire Safety Arrangement (License): Secured
 Compilation of our list of products that will be available in our pharmacy
store: Completed
 Establishing business relationship with Private medical insurance companies,
Medicare and Medicaid, vendors (wholesale pharmaceutical companies): In
Progress.