Student’s Name
Institutional Affiliation
Table of Contents
Executive summary. 3
Description of the initiative. 4
Organizational Structure. 5
Marketing analysis. 7
Marketing plan. 11
Strategies in the marketing plan. 12

  1. Changing market dynamics. 13

Financial/Resource Requirement Plan. 14
Financial feasibility analysis. 16
Key performance measures. 17
Strengths- 18
Weaknesses. 18
Opportunities. 19
Threats. 19
References. 20
Business Plan-A Cancer Screening Test

Executive Summary

            The report represents business plan of establishing a cancer-screening centre in Denmark. Cancer screening is the process by which cancer is detected before the symptom begins to appear. It involves vital blood tests like blood and urine tests or medical image. The reasons behind establishing of a cancer-screening centre require detection of the disease at an earlier stage before symptoms begin to appear.
Denmark was chosen as the area of interest in creating a cancer-screening centre out of data collected by the researcher. The report of the research contained data for cancer frequency by country. Denmark was reported to have the highest cancer rate for both men and woman with 338 people from Denmark per 100,000 diagnosed in the year 2012 (Jemal et al. 2013). The data collected was based on both sexes.Inline with the main aim of this proposal, the business plan introduces and brings a marketing plan that aims at a particular target group. Besides, information about the financial ability of the business plan is providing in this proposal.
Consequently, it seeks at determining the financial ground of the proposed business plan. In line with the major principles of managing any organisation or business venture, this proposal indicates various performance measures to help determine the level of progress in applying a SWOT analysis whereby certain factors will be evaluated for their strength, weakness, opportunity and threats they impose toward the positive development of the business plan.

Description of the initiative

This business plan introduces a business proposal of setting up a cancer screening centre in Denmark. A cancer screening centre involves body screening to depict if at all there are risks of disease erupting. Early detecting of the disease before the symptoms begin to show plays a major role in detecting controlling the disease in its first stage of multiplication.
The ever-rising level of technology in the world comes with some benefits. Some equipment such as mammograms. The invention made in the current technology in cancer treatment establishes and helps implement a better strategic pattern that patients respond to in a positive manner. Many people believe in various myths and misconceptions about the treatment of cancer by use of processes such as the use of radiation therapy.Radiation therapy is considered to affect and damage healthy parts of the body surrounding the cancerous tumours. Advancements and latest inventions in technology have suppressed the risk and dangers involved by putting the patient into a safer and efficient environment that supports treatment.
The current findings as per the prevalence of cancer in the world have prompted the evolution of this business plan. Some deaths related to cancer have been recorded in Denmark. Cancer has been declared a killer disease, especially in old age. The disease takes the time to develop in the body and takes time before the symptoms appear hence makes it hard to notice the disease during its first stages.

Organizational Structure

The active type of organisational structure proposed for the cancer screening centreheavily leans towards a horizontal organisational structure. in relation to the fact that the organisation is a new entity in the current market arena, the parallel structure works in the criteria that workers and staff maintain effective communication by reporting to the top level of management (Ashkenas,1995). The hierarchy and respective positions in the organisation are illustrated in the diagram below.
C.E.O-Acts as the founder of the organisation. The C.E.O is responsible for the success or failure of the organisation. The C.E.O provides and helps in the setting of various strategies.The senior management team can give a helping hand in the process of developing a plan. Investors in the organisation can approve this business plan. The Board governing the cancer screening centre can approve, advice, or request the CEO to revise any future business strategies. All in all the C.E.O remains with the mandate to sets the direction:
Which markets arena will the organisation enter? Against which rivals and competitors?

  • How will the organisation differentiate and define itself? Will it involve a low cost? High service? Strategic Locations? Flexible and secure financing?

The CEO makes critical decisions, sets and approves budgets, forms and joins partnerships, and hires or fires a team to drive the organisation in the right direction.
Finance Manager-Will be responsible for the organisation’s funding in terms of money by determining capital needed. It involves planning of financial strategies, generating various reports regarding the financial analysis or position of a company.
Medical oncologist-Will be the cancer specialist who oversees the general care of a patient and coordinates with the staff on offering the necessary treatment. The medical oncologist is responsible for chemotherapy and hormone therapy. Chemotherapy and hormone therapy involve the use of drugs to treat cancer patients.
Radiation oncologist.-This cancer specialist treats cancer by use of radiation therapy which involves using high ray lights to treat cells causing cancer.
Surgical oncologist.–This is a surgeon who is equipped with training in treating cancer. The surgical oncologist may be called in various sessions to diagnose cancer by use of a biopsy. Surgical oncologists are specialists at treating cancer by removal of tumours or other cancerous tissue found in the body.
Laboratory Experts-Will administer the taking, and storing samples from different patients.
Laboratory Technicians- Will be accountable and responsible for the general maintenance of the laboratory
Customer Service Representative- Endowed with the responsibility to handle complaints, suggestion and inquiries from the patients long as there are any.

Marketing analysis

A report generated by (Dalton,) determined to analyse and define the state of the market in which a cancer screening test will be established. There are some reasons why some people from the United Kingdom, preferably Denmark. The rates of diagnosis are high to an extent doctors are used to diagnosing some cancer patients.
However, a number of lifestyles have an impact on the ever rising figures of cancer patients frequently. The truth is a larger number than the average proportion the total population of women is heavy smokers. Besides, the country also records high level of alcohol consumption. Some these lifestyle factors expose the individual to cancerous infections due to the tobacco content in as well as high alcoholic content in alcohol.
A report by (Tolstrup, 2006)In Denmark focused on the prevalence of women who at a period in their gestation period smoked. The figures showed a significant drop from 22% in 1997 to 16% in 2005. However, smoking as a habit was more prevalent in some women who were past or had not delivered. The report indicates that the percentages of 37 to 43%. Lifestyle factors significantly influenced such rises in the case of smoking, Women living in the rural areas were less of smokers as compared to women who lived in the cities (Walter &Covinsky, 2001).
In the 1950s, Denmark held the top position in life expectancy for both men and women. Though an enormous difference in their society, Sweden and Netherlands were considered similar to Denmark. A study conducted by (Dalton, 2008) reports that between  December in the year 1993 to May in the year 1997, a number close to 160 725 men and women from Denmark were inivited to be part of a specific health study that wholly dealt with diet and cancer. The rate of response stood at 35%. The target group included members sharing a common characteristic :they were born and grew in Denmark and ,Besides, they showed no previous infections related to Cancer. An overall number made up of, 27 178 men and 29 875 obliged to participate in the program. Varying methods of data collection were collected. A food frequency questionnaire made up of different questions to be accompanied with answers was attached with the subsequent letter. The questionnaire was revised by an a researcher who happened to be on clinical visit. On the other hand, the survey related to lifestyle based factors relating to prevelance of cancer had to be completed to extract the necessary data.
The report’s main aim was to evaluate the frequency of food intake in the questionnaire .Tangible data was collected in the sense tht the level of alcohol consumption was depicted to be an amount average to the previous year’s level of consumption. The overall amount of consumption was put in figures for calculation purposes.The findings involved a small amount of ethanol close to 12 grams in every non-alcoholic drink. The rate oif drinking was indicated in the questionnaire and divided into existing categories of;

  • Not at all
  • Less than one time in a month
  • one to three occasions in a month
  • Once on a weekly basis
  • five to six occasions in a week
  • daily basis

The results of the questionnaire were as follows. Abstainers were described as those who had no intake of any alcoholic content as the relative amount and has no drinking instances as the frequency. In a bid To increase the variance in the number of abstainers, the report did away with a figure of close to 786 people who no amount of alcoholic content was found in their questionnaires but at the same time recorded a rate that proved to be greater than zero or less than zero. The report went on to exclude individuals who did not fill all the necessary information missing or with answers which conflicted with the amount and frequency of alcohol consumptiom. After outsourcing, the number of the people eligible for the study maintained its figure at 53 500 people.
Out of the possible 53,500 people eligible for the study the difference between women was larming in that women exceeded the number of men. The reporst describes a Woman’s intake was an average of 5.5 drinks with alcohol in a period of one week while that of men stood at 11.3. The number of rare or in frequenter drinkers who consumed alcohol on a frequency was recorded to be less than one day in a period of one week.People whp cosnumed alcohol on a daily basis had the likelihood of being chronic smokers. Moreover, they were depicted to record a low consumption of greens inclusive of fruit and vegetables .As per the report, weight to heigh ration commonly abbreviated as B.M.I was greatly influenced by the subsequent drinking frequency. It emerged that some drinkers who consumed alcohol on a dilay basis recorded the a low weight to height ration. Besides, the above observation applied to both sexes. A less number of women as compared to men were recorded to be chronic smokers with an intake of more than 35 grammes of tobacco on a daily basis. The less number of women recorded indicated that women had more time to engage in physical activity and hence recorded a frequent consumptiom ofgreens. The above information shows the reason as to why there are rising figures n the number of cases reported in Denmark.

Marketing plan

Before the process of laying out an effective strategic plan, a target group has to be identified. Equivalent to 0.8% o the total world population, Denmark’s population lies at a figure of 5,707,646, based on the latest United Nations estimates (Lichtenstein et al.,2000). The prevalence of cancer in Denmark is high

Colonoscopy colectomy pulmectomy Partial excision of mammary gland Total mastectomy
2009 2014 2009 2014 2009 2014 2009 2014 2009 2014
Denmark 1758.2 2525.7 76.7 88.6 16.6 121.3 105.1 52.9 46.7
Germany 796.0 850.8 116.5 111.5 34.9 116.6 101.6 35.7 34.2

Fig.1.2 Surgery and treatments administers related to cancer in the year 2009 and 2014 per 100 000 inhabitants in Germany and Denmark
Deriving data from the table above, the number of surgical operations administered to cancer patients are high in Denmark than Germany depending on the mode and procedure adopted for treatment (Ewertz, 2016). Consequently, this proves that with the current rise in smoking and alcohol drinking trends within the young generation, the number of patients with cancer-related complications is likely to increase over time.

Strategies in the Marketing Plan

To come up with a working plan, a marketing mix should be adopted Marketing mix involves the process by which any given organisation uses its tools to attain its marketing objective. As per the context of this proposal research, the following strategy can work in the current market to improve the overall progress of the of the strategies involves;

  1. Establishing a Monitoring and Audit Function to Evaluate ROI

ROI is a tool that is used to assess the efficiency of an investment(Giger, 2004). The tool can predict and also depict if the new plan has a positive or negative progression toward achieving its primary objectives. The above-mentioned method was used to calculate ROI traditionally. With the ever increasing level of technology, ROI has been modified and made more efficient to help achieve best results as per the performance of an organisation. In today’s model, ROI uses strategic objectives of the organisation to depict performance.
In the setting of value based environment, operational and clinical quality improvement programs represent the long-term success of a health care organisation. Projects based on the latest set of technology determine their success by the ability to better and improve quality health care. Improving quality health care involves coming up and establishing better practices that will see a positive outcome in the patients progress such as the use of evidence -based research. Evidence-based research works by way of developing a specific plan for every patient. Consequently, this allows maximum attention administered to a patient. What the patients progress over time is stored by way of using electronic health records. The main benefit of adopting electronic medical records is to store and protect an individual’s sensitive information related to the overall health progress. As per our context, return on Investment commonly abbreviated as R.O.I am used to monitoring the financial capability of an organisation. The financial capacities of an organisation involves analysis of the cash flow.

2. Changing Market Dynamics

  1. Innovation, Not Diversification

The central question lies on how some companies will respond to macro change e-health care sector. In a bid to respond effectively to the changes in the health sector, diversification plays a significant role. Diversification includes expansion to other areas such as generic medicine or animal health. Defective mergers and acquisition can support diversification. It involves two organisations coming together and coming up with better organisational goals and objectives. Such organisations and turn into a threat hence can stand the high forces present in the market rivalry

  1. Integration of Medicine and Healthcare

Integration of medicine and healthcare involves two entities coming together to help each other attain its objectives. In the recent past, hospitals aimed at better patient care while pharmaceuticals companies were focused on launching drugs with no idea of the prevalence of disease in the population. Integrating and forming an ecosystem helps conquer the current state of digital technology in different systems that are directly related to health care.
3.Censs Drivers
Some factors have a direct impact on the census of a health institution. As a result, these factors are generalised as census drivers. The most important census drivers to consider while maintaining track and reviewing  include;

  • Official inquiries
  • Acts of referrals
  • New admissions
  • realtive ratio
  • rate of denials
  • rate of discharges
  • The period of stay.

The census drivers are managed by way of keeping track and documenting of them on a daily routine. As a result,  this calls for a regular review of the various drivers to spot and indicate underlying trends. The patterns act as indicators of a positive or negative mode of progression.
Our cancer screening centre as per the context of this business proposal will aim to address some issues such as:

  • How active are referral sources regarding their performance while comparing to past years?
  • Are ther any notable changes ?
  • What is the number of referrals received?
  • How effective are you at transforming referrals into registartaions since a little increase in the number of conversions can create an impacton the outcome of the census.
  • Is the level of registration depreciating despite the fact that your referrals and registrations are still definite to stand on their own?

Close and stern reviewing the systems related to health facility denial management can showcase important information about existing customers gain a notion of your organization. If a health centre is continually getting negative referrals indicates a sign that there is the need  to educate referral sources information about your services and potential. If a health centre is experiencing too many facility denials, the senior management can take part in reviewing of every denial, on a daily basis. The process of addressing denials on a daily basis reduces the level of denials hence ends up increasing the number of admissions where many staff decisions are put on review. Besides, reviewing of denial is an effective way to discver various misapprehensions the registration personnel may have developed about your various registration policies.
Financial/Resource Requirement Plan
Any business or investment requires a capital to help it raise form the ground. Below is a table showing the estimation of putting up one laboratory to administer cancer-screening tests.Apart from the resource plan, below is a table indicating the human resource plan as per the estimation of one lab on a personal; plan level.

Personnel plan
Financial Years
Sceintist $50,000 $60,000 $70,000
Chief Controller $40,000 $48,000 $54,000
Customer service Repr. $24,000 $28,000 $36,000
Lab Staff $52,000 $58,000 $70,000
Total Staff 8 8 8


Name of Fee (Fixed Cost) Target Location Fee Name of Fee (Running Cost) Target Location Fee
Land initial cost $1,100,000 Advertisement $4,000
Building Cost $3,400,000 Utility Bills $24,000
ElectrictyGenerator $10,000 Software $5,000
Computer Hardware $1,500 Website and Server $8,000
Furniture $4,500 Feul cost $36,000
laboratory equipment $1,000,000 Labor Cost $166,000
Insurance $6,000 Lab Chemicals, Reagents $24,000
License $3,000 Tax $36,000
Vehicle $25,000 2 Fridges $3,000
Lab Decoration $2,000 HVAC System $10,000
Cost of Capital 10%    
Estimated Total $5,868,000

Financial Feasibility Analysis


Income Statement
Values in $
Cash Flow YEAR 0 YEAR 1 YEAR 3 YEAR 5
Land Initial Cost/Building Cost                      4,500,000.00      
Equipment/fixed cost                      1,065,000.00      
Net Revenues                   3,800,000.00                4,140,000.00                   4,700,500.00
Total Net revenues                   3,800,000.00                4,140,000.00                   4,700,500.00
Less Operating Expenses:        
Operating Expenses        
Salaries and wages   166,000 194,000 230,000
Depreciation   1,000,000 1,400,000 1,800,000
Utilities   24,000 25,500 27,000
web hosting   8,000 8,000 8,000
Payroll taxes   36,000 41,000 44,500
Insurance   6,000 7,500 8,200
General and administrative expenses   4,600 7,600 11,000
Web Advertising   4,000 4,200 4,500
Training and development   6,700 8,100 9,500
Miscellaneous   1,700 1,700 1,700
Total Operating Expenses   1,257,000 1,697,600 2,144,400
Operating Income   1,257,000 1,697,600 2,144,400
Income Before Taxes   2,543,000 2,442,400 2,556,100
Income Taxes   140,397 152,170 192,211
Net Cash Flow 5,565,000 2,402,603 2,290,230 2,363,889
Cumulative Net Cash Flow 5,565,000 2,402,603 2,290,230 2,363,889


Values in $
Net Reveneus 3,800,000 4,140,000 4,700,500
Total Operating Expenses 1,257,000 1,697,600 2,144,400
Operating Income 1,257,000 1,697,600 2,144,400
Income Before Taxes 2,543,000 2,442,400 2,556,100
Income Taxes 140,397 152,170 192,211
Net Income 2,402,603 2,290,230 2,363,889
Cumulative Net Income 2,402,603 2,290,230 2,363,889

Key Performance Measures

Below are some of the performance measures to be observed as part of the business plan:
The number of cancer patient visits will be analysed on a monthly basis. This will help determine if there is an increase or decrease in the number of customers over a specified period.
A target to be hit will be set on a weekly basis. Informing the employees of their various objectives enhances and promotes motivation hence working under less or no supervision (Lawler,1969).
The amount of earnings and expenses incurred will be monitored on a regular basis. Consequently, this will help achieve total quality management by way of managing the organisation’s resources.
The degree to which customer are satisfied will be carried out on a weekly basis. Monitoring the satisfaction of employees involves the use of customer service representative. The primary duty of the client service representative will be to receive complaints and feedbacks from customers as indicated in the organisational structure.
Employee retention will be done after every six months. During this period. Employees will be evaluated on their overall performance regarding work. As per (Sheridan, 1992). Employee performance is gauged by using of punctuality at work, the personal habits and attitude among others. Skilled employees will be retained for their various positions while new employees will replace redundant employees.



  • Improved technology standards hence access to better systems that help monitor patients progress by use of electronic health records.
  • Strategic target group in Denmark hence makes it easier to penetrate into the market.
  • The presence of acquisition and mergers in the market such as pharmaceutical companies to help build an ecosystem that will be immune to the rivalry in the health care arena market.
  • Donors and investors may have the ability to fund the investment hence increase the financial power of the organisation. Better economic control attributes to acquiring of better systems used to treat and diagnose patients with cancer.


  • Lack of awareness among people on the prevalence of contracting cancer.
  • Lack of awareness of early screening to detect cancer
  • Myths and misconception about various cancer treatments methods such as radiotherapy.
  • Absence of a proper communication plan
  • Failure to update different management software.


  • Minimise the cost of inappropriate examinations and hospitalisation.
  • Merging with the private organisations
  • Adopting best practices in communication
  • Proper use of incentive tools on employees
  • Cohesion and uniformity in different parts of the business entity


  • The risk of facing Severe competition from other organisations.
  • Poor collaboration between partner organisations
  • rotation of organisational needs.


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