Health & Medical Health Program Executive Summary
. Choose one of the three ideas in the attchment “3 ideas”.
write an Executive Summary. An Executive Summary is ideally an overview of your program, which presents a concise and convincing argument for the success of your program concept. Select one of the project ideas you submitted and expand on the idea information outlined in the earlier assignment using the attached format to provide an initial executive summary for your program. Make sure go over the evaluation while you are writing in case you may miss some parts a successful program needed.
Program Initial Executive Summary
An Executive Summary is ideally a one- or two-page overview of your program,which presents a concise and convincing argument for the success of your program concept. More than just a simple explanation of your idea, the Executive Summary isthe hook that must grab and hold the attention of your readers. If the people readingyour business case do not like what they see in the Executive Summary, they rarely read anyfurther, and your beautifully crafted case, based upon your brilliant concept, will be tossed onto the already sky-high pile of rejects. Don’t fall into the trap of using jargon, the technical and sometimes short-hand language of a specific field that can create a separation between the group that uses it and everyone else. Doctors may call symptoms by their Greek names, such as presbyopia, when speaking with each other, but by their plain English names (“nearsightedness”) when talking to patients. This initial Executive Summary will be re-written and improved after you have written the body of the Business Case. Select one of the project ideas you submitted and expand on the idea information outlined in the earlier assignment to provide an initial executive summary for your program. That idea information is: • • Offering – What specifically are you offering (innovation, commodity, product or service)? This may be a clinical program (e.g., HIV/AIDS prevention, TB treatment, etc.), a program that positively influences health (e.g., smoking cessation, healthy eating, etc.), a specific device or software, an education program, or any program that impacts health of a specific population. The way in which it does so is at the same time distinctive, measurable, and sustainable. Customer – Who are you offering it to? Who IS and who IS NOT your customer – i.e. “everyone” is not your customer – state exactly who your customer is. Think and talk of the customer as an individual human being who does real things and needs your offering to do them better. Among the customers, you have articulated the user/beneficiary and the buyer/decision maker, if they are different people. The customers are reachable, by you, in sufficient numbers. Is the need growing or stable? How large is the population at risk and what is the incidence rate? The opportunity is significant: you have a plan to reach customers in time in sufficient numbers to make the venture sustainable and, as appropriate, scalable. • • • • Value Proposition – Why does that person care? The associated offering improves the customer’s well-being by solving a big problem or creating a significant opportunity for them. Describe the problem or opportunity that the program is intended to address. The more thoroughly and accurately the need for the program is described, the better. Describe what the program is expected to accomplish in terms of outputs and impact. Consider both short-term and long-term results. The associated offering improves the customer’s well-being by solving a big problem or creating a significant opportunity for them. The way in which it does so is at the same time distinctive, measurable, and sustainable. You have succinctly stated the value proposition in a way that people can easily understand and support – I get it and they get it. Substitutes or Alternatives – What substitute or alternatives are currently being offered to provide that value to customers?Substitutes are offerings in different forms that have the same functionality, e.g. coffee, coca cola, and energy drinks are all substitute offerings for someone seeking “a boost” when tired. They include direct competition. Alternatives are offerings with different functions that serve the same purpose, e.g. taking a nap is an alternative to the offerings mentioned above. There are very few substitutes and alternatives, OR your value proposition is unique among them in its potential to improve the customer’s well-being. People – Who is the team that will be required? Who are the people needed to start this initiative? What relevant experience do they bring to the table? Are there specific skills or knowledge required or these can be gained in a timely fashion? Do additional contributors or partners have incentive to contribute fully (vs. do it on their own). How are individuals on the team inspired and how does the venture fit with the values, vision, mission, and strategic goals of the team and/or organization. Distinctive Competencies – What distinctive competencies do you/your team provide? Is a capability you or your organization possesses that is hard for others to imitate Is different from (or at least very rare among) the capabilities of substitute or alternative offerings. Is easily recognized by / visible to the customer as being superior to other available offerings in the ability to improve his or her well-being. Distinctive competencies are the most desirable. Core competencies are next – they are central to the value creation process but not as distinctive among substitutes and alternatives. And common competencies provide little advantage because everyone’s got them. Truly distinctive competencies contribute to your capability to add value, and are at the same time: o valuable and visible to the customer o rare among solution providers o superior to those of competitors o costly for others to imitate • Other critical details. Mention only any defining details that would matter to the person that will ultimately read the summary. Remember, some readers will only look at the executive summary of your business case. Project Management – Health Services Comprehensive Term Project Using the Program Logic Model approach presented in class (from the text), and the guidelines in the Guide to Writing Your Business Case, develop a business case for a new program that targets any of the determinants of health (‘health determinants’). This program may be located internationally or domestically (US). It is to be a new program you are trying to develop, not an existing program. Any of the healthdeterminants (personal, social, economic and environmental factors that influence health at either the personal or population level) are included. The wide variety of determinants means that your proposed health program can have an enormous range of possible ideas. This project will be done in stages and each stage constitutes a deliverable due over the time of the course. 1. ThreeProject Ideas. Using the format provided, identify two different projects you are interested in developing. One of these ideas will form the basis of the project you use for your comprehensive term project. Evaluate each idea on: • The need that is to be addressed or solved by the program (innovation, product or service). [Program Outcome] • The actual product or service offered. • Estimated market size and growth rate. • How customers will get the product. • A compelling example of how the product or service benefits the customer’s health. 2. Select Idea for Business Case. From the three ideas previously identified and submitted, choose one (1) of the ideas to develop into the final business case that describes the health determinant program you are proposing.Prepare a Program Initial Executive Summary using the guide provided. Describe the problem or opportunity that the program is intended to address. Present the rationale for existence of the program. The program should exist to respond to a real and significant problem or an important opportunity. Write it up using the Guide to Writing Your Business Case format documentand the suggestions it contains for your Executive Summary. 3. Program Logic Model: Results. Describe what the program is expected to accomplish. This will include both the desired Outcome (as described in your Initial Executive Summaryand the program’s Outputs (as expressed by its mission and objectives)[see pages 40-42 in Longest]. State the program’s mission and objectives. Expected effects or desired results should be described in terms of outputs and impact. These may unfold over time, so you may need to address both short term and long-termOutcomes or desired results. 4. Program Logic Model: Work Processes. Describe what activities, processes and tasks the program uses to accomplish the expected effects or desired results. Activities and processes are the actions 1 to be undertaken by the program to accomplish their mission and objectives. [see pages 107-109 in Longest] 5. Program Logic Model: Resources. Identify the people, technology, equipment, space and other assets required to conduct program activities and accomplish expected effects or desired results. Accountability for the management and use of resources, which may also be called ‘inputs’, is also an important element for this deliverable. 6. Program Budget.Present a revenue budget (sources of funds) and an expense budget (uses of funds). Describe the financial resources needed to accomplish the program’s mission and objectives over a set period of time (usually a year). These may be the cost(s) of resources, direct service costs (such as personnel and supplies), and overhead costs (such as travel, facilities, utilities, etc.). Revenues should identify the source(s) of money coming into the program and a reasonable estimate of how much will be required. See pages 62-66 in the text [Longest] for a better understanding of program budgeting. 7. Final Business Case.Using the previous deliverables (#2 – #6 above) and the format provided in the Guide to Writing Your Business Case, assemble your final business case. Remember to include your program logic model and its associated program theory in your comprehensive description of the program you are proposing. This deliverable is due the Monday of finals week but will be accepted up to the actual date of the final. 2 Critique Pad for your Idea assessing the impact idea under review: v.5. of your idea the for an excellent 2. value proposition (VP): 1. customer (C) situation: You think and talk of the customer as an individual human being who does real things and needs your offering to do them better Is a capability you or your organization possesses that is hard for others to imitate Is different from (or at least very rare among) the capabilities of substitute or alternative offerings for an excellent 2. offering(O) score: my assessment of the value prop (VP): my assessment of the customer situation (C): 0 2 3 4 5 6 7 8 9 10 Is easily recognized by / visible to the customer as being superior to other available offerings in the ability to improve his or her well being You have succinctly stated the value proposition in a way that people can easily understand and support – I get it and they get it The customers are reachable, by you, in sufficient numbers The opportunity is significant: you have a plan to reach customers in time in sufficient numbers to make the venture sustainable and, as appropriate, scaleable 1. distinctive competency (DC): The way in which it does so is at the same time distinctive, measurable, and sustainable Among the customers, you have articulated the user/beneficiary and the buyer/decision maker, if they are different people 1 2 3 4 5 6 7 8 9 10 It is clear what is the commodity, product, service, or experience (or mix thereof) being offered notes, comments, feedback: notes, comments, feedback: scoring a score of 6/10 means the idea is at 60% of its potential in the category being scored, in your experience for a great 3. substitutes & alternatives (SA) situation: There are very few substitutes and alternatives OR your value proposition is unique among them in its potential to improve the customer’s well being definitions: 0 1 2 3 4 5 6 7 8 9 Business Institute straightupbusiness.institute/toolkit Alternatives are offerings with different functions that serve the same purpose, e.g. taking a nap is an alternative to the offerings mentioned above. of your idea to be clear: Distinctive competencies are the most desirable. Core competencies are next – they are central to the value creation process but not as distinctive among substitutes and alternatives. And common competencies provide little advantage because everyone’s got them. my assessment of the competencies (DC): notes, comments, feedback: one (or more) is truly distinctive they’re core (not distinctive) they are merely common for a strong 3. people (P) & team situation: Enough is known about the team to make an assessment Your prototype is compelling or, in its absence at early stages, the plan to develop one is reasonable Its members have relevant specific skills and experience, or inspire confidence that these can be gained in a timely fashion It can be offered in a way that meets stated financial goals: profitability; self-sustainability; or supported sustainability Additional contributors or partners have incentive to contribute fully (vs. do it on their own) Individuals on the team are inspired and the venture fits with the values, vision, mission, and strategic goals of the team and/or organization my assessment of the offering (O): Substitutes are offerings in different forms that have the same functionality, e.g. coffee, coca cola, and energy drinks are all substitute offerings for someone seeking “a boost” when tired. They include direct competition. my assessment of the subs & alt situation (SA): feasibility a truly The associated offering improves the customer’s well being by solving a big problem or creating a significant opportunity for them It is crystal clear who IS and who IS NOT your customer – i.e. “everyone” is not your customer – and we’ve been told exactly who your customer is 1 Straight Up assessing for a very strong 0 the reviewer: my assessment of the people & team (P): 0 1 2 3 4 5 6 7 8 9 10 0 1 2 3 4 5 6 7 8 9 10 notes, comments, feedback: notes, comments, feedback: notes, comments, feedback: 10 other notes, comments, feedback: other notes, comments, feedback: proudly made available under creative commons: by the innographer print your own on copies of this on Tabloid size paper (11 x 17 inches) at: https://straightupbusiness.institute/toolkit take this feedback and chart it on the impact-feasibility chart, using the idea slides rules at: https://straightupbusiness.institute/idea-design 1. Nursing Home Facility I. Offering o It will offer a service o It will offer services such as i. accommodation service, ii. health service, iii. food, iv. physical therapy among others. II. Customer o The beneficiaries of the service are the elderly o Economic buyer includes the private people, government or the non-governmental organizations III. Value Proposition o The service will help the elderly people who have lost independence o It helps them leave a standard life at their old age and reduce loneliness, homelessness, and depression o Opportunity • It will reduce loneliness, homelessness, depression, anxiety, elderly abuse, and personal accidents o Expected Outputs • Short term i. Reduce the homelessness ii. Reduce elderly abuse • Long term i. Increase life expectancy among elderly people ii. The program will improve the standard of life among the elderly population IV. Substitute o Government nursing home facilities o Private nursing facilities like Amsterdam nursing home V. People o Some of the people that will be required to start this initiative include; • Nurses • Therapists • Nutritionists • Social workers • Psychiatrist o The team will help offer high quality and sensitive health service to the elderly o Skills • Nursing skills • Therapeutic skills • Mental health knowledge o The additional contributors o The government, private agencies, and health practitioners VI. Distinctive Competencies o It will offer valuable and compassionate care to the elderly community 2. Community Fitness Center I. II. III. • • • • • • • IV. • • • V. • • Offering • It will be offering a service to people • It will offer physical fitness classes between 30-45minutes • It Will provide Health diet education Customer • The following are the customers that the community gym will target • All community members • Health sensitive people • Working-class and the youths • There are over 100,000 users in the neighborhood o They need to attend physical fitness and nutrition sessions o The health sensitive customers will be our economic buyer Value proposition It will help people reduce weights Prolongs an individual life Avoid some health conditions like cardiovascular diseases, diabetes and so on The customers will leave a healthy lifestyle Opportunity o Help people to live a healthy, and happy life o Eliminate some health risks such as obesity, diabetes, or cardiovascular diseases o improves health Impact of the program o Short term i. Improve the people healthy lifestyle o Long term ii. Reduce obesity, which is a leading cause of diabetes, cancer and heart disease The community health fitness center is intended to help community members live a healthy and happy life Alternatives Walking to work Visiting a nutritionist or dietician Performing some different sports People The team will comprise of the following o Fitness trainers o Clinicians o Nutritionists An experience they will bring o Nutrition knowledge o Fitness skills o Skills or knowledge required in the fitness o For the Nutritionists, they will require to have the nutrition knowledge i. For the fitness instructors ii. Understanding of human body iii. Safety awareness iv. Motivation o For the clients’ skills can be gained gradually Additional partners are required to create awareness and buying of the equipment VI. • • • • Distinctive Competencies The team works closely with clients with different conditions including diabetes and hypertension Ensures ultimate results as per the customers’ goals The competencies are valuable and visible to customers Superior to those of the competitors 3. Cancer Screening Center I. Offering o It will offer a service o It will offer screening services to the patients or people (Centers for Disease Control and Prevention 2012) II. Customer o The center will target people who are interested in knowing their cancer status o People with cancer signs and symptoms o the user will make health decisions based on their screening results III. Value o Economic buyer i. All people are health sensitive ii. The service will help the clients make their health decisions iii. it improves early diagnosis of cancer thus increasing survival o Opportunity i. It will help people make a health decision ii. Early diagnosis will reduce medical cost and improve survival iii. Reduce anxiety to patients with symptoms, and that are similar to those of cancer iv. Project goals o Short term i. It will create cancer screening awareness among people o Long term i. Enhance the early detection of cancer ii. Improve the people survival iii. Improve the quality of life to people o The cancer center will enhance early diagnoses and allow people to get screened at an affordable cost. IV. V. a) b) c) d) VI. o o o Substitutes o Cancer services in most of the public and private hospitals like John Hopkins o Cancer screening centers like Texas Screening Centers People Team Required in the Program o Oncologists o Technicians o Radiotherapists o Nurses Relevant Experience o Compassionate and quality service o Counseling services to the people before diagnosed o Referral services Skills o The team needs to have skills in their related field Partners o Hospitals o Health practitioners o Private agencies like Research bodies o Government Distinctive Competencies The team will provide, superior, professional, and compassionate service that will guarantee accurate results It will rely on the qualified and experienced staffs It will use the modern, low dosage, and high-resolution health devices to offer screening services 10 Steps to Write a Business Case STEP 1 Identify a personal, social, economic or environmental problem that influences health. These are health determinant problems. STEP 2 Calculate the impact (or benefits) and feasibility (practicality or workability) of solving the problem. If we can maximize the impact and the feasibility, we call this a “big problem.” That is, one worth solving. STEP 3 Define a project that results in a solution or significant improvement to the problem identified. This is called the Outcome. STEP 4 Develop a Work Breakdown Structure (WBS) of the outputs or deliverables required. STEP 5 Break each output or deliverable down to the activities or processes necessary to complete the deliverables you have identified. STEP 6 Create a time-phased schedule to complete all of the activities identified in the logical order necessary. You may recognize there are some activities that cannot be completed until others have been done. These are called dependencies. STEP 7 Account for the risks associated with the deliverables and/or activities you have identified. Create a plan to either eliminate, mitigate, transfer or accept each of the risks. STEP 8 Identify the resources required for your project, based on the time-phased schedule you have created. STEP 9 Calculate the budget required for the resources, activities and deliverables identified in your model. Write a budget narrative that explains where each of the numbers on your budget comes from. STEP 10 Convert your program logic model components into sections of the business case. Connect the sections and assemble into the correct format.