Revisit, Revamp, and Revitalize Your Business Plan: Part 1
first draft of
‘Final’ 2012 plan
Publish before year end
and for each
First half vs. plan
Last chance for
to be effective
Q1 vs. plan
Figure 2 • Systematic Approach to Updating the Business Plan
another way of saying, “What are the
imaging exams that the served population will most likely need in the coming
five years and in what numbers?” An
additional issue to simultaneously explore
is the competitive landscape both within
and beyond the existing footprint, looking
for competitive advantage and opportunities to expand beyond the established zip
codes. How well is the facility equipped
to serve that five year population model?
Look at the hospital, first as hotel services
and then from the perspective of each pillar service. How does radiology fit and
contribute? Finally, pull all of this data
into a new model for the diagnostic imaging group. This is the beginning of “
revamping” the business plan.
Begin working with data, running
through this thought process for each
• What was the volume last year? What
is the run rate this year? How does the
full year look?
• What is the capacity? How much idle
time? What more can be done?
• How can a refreshed go-to-market
strategy be built specifically for the
• How can a compelling message be created to the served market and revitalize marketing?
• Are the data indicating an investment
in new technology?
• What new tools can be used to help
make smarter investment decisions?
Developing the go-to-market strategy
is probably the most fun part of the R3
process. So far the focus has been on
understanding the market capacity and
how those market needs can be satisfied.
The go-to-market strategy is simply the
part of the business plan where it is decided how to share that message with the
market. Before starting, it is important to
define the market, going beyond the geographical and zip code analysis that has
already been completed. Most diagnostic imaging groups can identify several
The go-to-market strategy is simply the part
of the business plan where it is decided
how to share that message with the market.