University of Southeastern Philippines

School of Medicine
Batch Sambisig

Kilter Dialysis Center:

BUSINESS PLAN

Presented by:
Cathlyn Louise Hormachuelos

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Table of Contents

INDUSTRY BACKGROUND ...............................................................3

COMPANY DESCRIPTION..................................................................6
CURRENT MARKETING MIX..............................................................10
COMPETITIVE REVIEW………………………………………….....……12
SWOT ANALYSIS................................................................................13
MARKETING ANALYSIS…………………………………………….……13
TARGET MARKET...............................................................................14
POSITIONING AND CAMPAIGN THEME............................................14
FINANCIAL PROJECTIONS.................................................................15
SOURCES.............................................................................................16

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INDUSTRY BACKGROUND

The healthcare sector in the Philippines has positively progressed over

time, as evidenced with the increased accredited hospitals as well as rise
in the number of trained medical providers. The prevalence of technology
and social media, research and better societal understanding are
considered as the major factors of this positive development. Through
these, information and marketing are better accessed. Under this
consideration, private facilities also thrive through providing specialized
sectors such as the dialysis market.

According to research, 10% of the world’s population are affected by

chronic kidney disease. Thus, contributing to the expansion of the
worldwide dialysis services. Dialysis is a procedure done to remove waste
products and excess fluid from the blood when the kidneys stop working
properly.

Trends

Virtual Care – is the use of technology that allows one to have a

visit with a health care provider without having to come to a clinic or
hospital. This is also a form of telemedicine wherein electronic information
and communications technologies is used to provide support health care
when distance separates the participants. Through this, booking
appointments or even consultations are done virtually.

Artificial intelligence- According to research, “various Artificial

Intelligence (AI)-aligned technologies, such as computer vision, natural
language processing, and pattern recognition algorithms, are already
deeply embedded in the healthcare ecosystem and will continue to be
adopted as evidence of their usefulness grows throughout 2023. Outside

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of frontline clinical work, AI also has applications in clerical work, such as
processing insurance claims and management or analysis of medical
record keeping.”
As the years progress, it can be forecasted that AI would be much more
sophisticated to cater and be utilized to different areas in the healthcare
system.

High Hygiene Standards in the center- Healthcare centers are

always expected to provide high hygiene standards. This is to add,
however, with the campaign of the government and different private
sectors and individuals towards educating people about the spread of
germs and viruses because of the recent pandemic has made people be
more careful and cautious about their surroundings- the things they
touch, the places they go to. There is definitely a lot of pressure and effort
into sanitizing and making one’s business center impeccably clean.

Ethical Practices- People want to ensure that the companies that

they already support or will do so in the future uphold great ethical
practices when providing them with products or services- from whether or
not it has been a responsible procurement through how employees are
treated.

Social Causes- Businesses with social causes are respected

upon. Indeed, it is very important for a business to be meaningfully
involved with the community.

Home Services- As people are becoming more inclined to

efficiency and ease, home services are becoming more in demand in the
industry.

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 Mobile Applications- In today’s digital age, mobile applications
play a vital role in how we interact with technology. It provides
convenience and personalization which helps meet the specific needs of
individual users, providing a personalized experience.

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COMPANY DESCRIPTION

About

Kilter Dialysis Center is all about helping people get the best kidney
care service in the Philippines through financially reasonable yet
innovative means, great medical professional service, and high-end and
reliable equipment.
Its brand name, Kilter, is inspired by the words “good condition” and
“balance”. It is about establishing a business organization centered in
being the bridge to have patients regain their life’s balance through
providing them with the dialysis center focused on quality standards that
would enable them to do that.

Organizational Structure

BOARD

GENERAL
MANAGER

NEPHROLOGIS
T

ADMINISTRATIVE
HEALTHCARE STAFF
STAFF

CUSTODIANS

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Brand Logo

The brand logo provides for the brand name of the business, Kitler Dialysis
Center. It includes a graphic design of two hands enveloping kidneys, which
depicts showing care.

Brand Color Scheme

The current brand color scheme evolves around the shades of blue and
green.
Accordingly, the color green is typically symbolic of growth, while shades of
blue indicate health and stability. Together, they create a dynamic color
combination that conveys feelings of vitality, strength, and professionalism.

Vision
An excellent and reliable kidney care provider known for its high-quality and
holistic approach to health and wellness.

Mission

To be the leading kidney care provider who promotes cost-effective yet high
quality care for patients; changing people’s outlook for the betterment on every
service provided.

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Point of View
The idea behind Kilter Dialysis Center is to provide a more holistic
approach to health and wellness. It is not just about regaining and
maintaining health through dialysis procedure. It is also about being
satisfied and finding comfort with the services.

Branding

The overall approach is to give a total image of what Kitler Dialysis

is all about, that it is the source of wellness and hope through professional
medical kidney care services.
Online Platforms

Kitler Dialysis Center will utilize readily available and accessible

online platforms such as Facebook, Instagram, Website, and mobile
applications.
There is a consistent upward trend of internet users from all ages.
So, it will be far beyond the future to see its decline.
Performance

As true of almost all healthcare service provider, the performance

of Kitler Dialysis Center will root on its professional knowledge in medicine
and research. The procurement of reliable, safe and state of the art
machineries and devices will be of utmost priority with the help of the
services of its medical professionals and staff.

Sensibilities

Kitler Dialysis Center stands for the elevation of science and

technology and medical professionalism, as well as hope, health and
wellness. The struggle of patients physically, mentally and emotionally in
dealing with kidney problems in need of dialysis is not unknown and

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unheard of. Therefore, the center aims to provide relief and optimism
through its services.

Sales History

The global dialysis market is rapidly expanding due to the risking

prevalence of chronic kidney diseases. According to research, the global
dialysis market is projected to reach $136 billion by 2028, up to $91 billion
in 2021. This is because of the aging population, increasing diabetes and
hypertension, better access to treatment, technological progress and
government support.
Market Share

As the global dialysis market size was $91 billion in the year 2021, Kitler
Dialysis Center has a Current Global Market Share of .00000459 given
that its projected yearly revenue is at $1.1 million.
Market Share Solution:
(How to Calculate a Company's Market Share
To calculate a company's market share, first determine a period you want
to examine. It can be a fiscal quarter, year or multiple years. Next,
calculate the company's total sales over that period. Then, find out the
total sales of the company's industry. Finally, divide the company's total
revenues by its industry's total sales.)

Projected Yearly Revenue= $500,000

2021 Dialysis Market Size = $91 Billion
Current Market Share 0.00000459

Positioning

Kitler Dialysis Center positions itself as a player in promoting high-

quality kidney care service through its state-of-the-art equipment as well
as professional medical services by healthcare providers. They stand not
to become the reason of why people suffering from kidney diseases are
not interested to pursue in their healing but to be the image and brand of
hope and wellness

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 CURRENT MARKETING MIX

Products/Services

The following will be Kitler Dialysis Center’s services;

 Kidney Clinic- professional medical consultations will be provided for any kidney-
related ailments.

 Home dialysis training and support for both home hemodialysis and peritoneal
dialysis- provided for those with means to have their only machines. This training
will help patients, guardian, or their healthcare provider at home understand more
about the machine, the importance of the procedure and how it is done.

 In-center hemodialysis- readily available in the Kitler Dialysis center.

 Outpatient dialysis services- in cases where the patient is unable to travel for the
in-center hemodialysis or when there is no option for a home dialysis.

 Preemptive kidney transplantation evaluation- this is through the consultation and

thorough examination that will be provided for by the doctor.

 Nutrition counseling- for people who need ongoing guidance from dietitians with
expertise in kidney disorders, provides ongoing guidance for nutritional needs

Price

 Kidney Clinic- PHP 700.00 per consultation

 Home dialysis training and support for both home hemodialysis and peritoneal
dialysis- PHP 2,500.00 per session.

 In-center hemodialysis- PHP 3,500 per treatment session.

 Outpatient dialysis services- PHP 4,000.00 per treatment session.

 Preemptive kidney transplantation evaluation- PHP 700.00 per consultation.

 Nutrition counseling- PHP 500.00 per session.

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Place

The Kitler Dialysis Center will be located at Obrero, Davao City,

Davao Del Sur, Philippines. This is a viable place as it is accessible and
the market is higher. Digital platforms such as Facebook, Instagram,
website and mobile applications shall also be utilized to reach the said
market.
Promotion

The promotional strategies of Kitler Dialysis Center will be through

their presence in social media such as their Facebook page account, word
of mouth, email blasts, and through interviews. In addition, visual
media and print advertisement will also be used.
People

The people will be composed of a nephrologist whose services will

primarily be used for consultation and taking in medical action with
regards to the patients’ state. Healthcare professionals will also be a part
of the team to supervise, and assist patients undergoing dialysis treatment
sessions. There will also be clerical staff for administrative work such as
documentation and social media management. Custodians shall also be
employed for sanitation purposes, as it is important for a healthcare center
to maintain its cleanliness.
Process

The process of inquiry may be done through their different media

platforms, as well as phone calls. Their online booking for consultation,
treatment, or the other specified services will be through their website or
mobile application.

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Physical Evidence

The physical evidence for Kitler Dialysis Center will be through their
healthcare center, brand logo, and consistent social media presence
throughout all platforms.

COMPETITIVE REVIEW

Direct Competitors

Kitler Dialysis Center has a broad and numerous numbers of

competitors. Two categories are as such;

 Private dialysis treatment facilities/hospitals

AVIDA Dialysis Center Phils

Renaissance Dialysis Center, Inc
Nephrology Center of Davao

 Public dialysis treatment facilities/hospitals located in Davao City

Indirect Competitors

 Dialysis treatment facilities/hospitals located in other cities or municipalities.

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SWOT ANALYSIS

Note:
Strengths- to maintain
Weaknesses- to eliminate
Opportunities- to employ
Threats- to overcome

STRENGTHS WEAKNESSES
Offers quality service to customers Has a Services are already available in the
desired focus overall wellness market
Has a variety of services Expensive nature of dialysis
Easily accessible through social media treatment

OPPORTUNITIES THREATS
Consistent upward trend of dialysis Strong presence of other dialysis
industry treatment facilities on social media
Increase of social media users

Existing stigma regarding dialysis

treatments

MARKETING ANALYSIS

The overall goal of the business plan is to raise the market

awareness and avail of the services of Kitler Dialysis Center in the market
and communicate the key messages to potential customers through its
advertising efforts.

Below are the financial objectives of Kilter Dialysis Center

∙ To reach a positive profit in the first year.
∙ To generate positive profit per month.
∙ To maximize the sales beyond break-even point

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TARGET MARKET

Segmentation Analysis
In segmenting the target market, we have identified the specific
consumer group that are most likely to go to Kitler Dialysis Center based
on their healthcare needs and attitudes.

Primary Target Market

The primary target market of Kitler Dialysis Center are individuals with
kidney-related illnesses in need of dialysis treatment.

Secondary Target Market

The secondary target market of Kitler Dialysis Center are guardians of

those individuals with kidney-related illnesses in need of dialysis treatment. These
also include medical doctors, such as a Nephrologist who give assessments with
regards to one’s condition.

POSITIONING AND CAMPAIGN THEME

Positioning Strategy

In the positioning strategy, we focus on the highlights the business entity or in

order to know how different it is from others, especially from its competitors. In the
overall campaign, the focus is to establish the holistic approach for wellness of
Kitler Dialysis Center.

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FINANCIAL PROJECTIONS

AWARENESS- 70% ENGAGEMENT-60% PURCHASE- 55%

Expected Current Yearly Revenue= $500,000.00

X .55

Expected year increase $275,000.00

Expected Current Yearly Revenue $500,000.00

Projected Yearly Revenue $775,000.00

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Sources

An Overview of the Philippine Healthcare System. Healthcare in the Philippines.

https://www.internationalinsurance.com/health/systems/philippines.php

Insights10 (2021) Philippine Dialysis Market Analysis- Market Research Report.

https://www.insights10.com/report/philippines-dialysis-market-analysis/

Hanna, Katie Terrel (February 2023) What is a Mobile App (Mobile Application)?
https://www.techtarget.com/whatis/definition/mobile-app

Zarla. Green and Blue Logos- A Collection of 20 Fresh and Modern Logo Ideas
For your Business. https://www.zarla.com/guides/green-and-blue-logos

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