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MHA/506: Market Estimation and Pro-forma Income Statement
Taylor Ford
November 13, 2023
Ricci Rizzo
MHA/506
2
MHA/506: Market Estimation and Pro-forma Income Statement
Part I: Market size calculation:
Based on the information provided, the local market for the product or service I recommend for East Chestnut Regional Health (ECRHS) is obstetrical services. The estimated market share that ECRHS can achieve for this product or service is 40%.
To determine the potential number of patients who might be interested in ECRHS obstetrical services, we can use the following data:
According to the American College of Obstetricians and Gynecologists (ACOG), the average annual number of births in the United States is approximately 4 million.
The population of the East Chestnut Regional Health service area is approximately 250,000 people.
Assuming a conservative estimate, let’s assume that 10% of the population is of childbearing age (15-44 years old).
Of those of childbearing age, let’s assume that 80% are women, based on the ACOG data that 80% of deliveries are attended by women.
Therefore, the estimated number of women of childbearing age in the ECRHS service area is approximately 20,000 (250,000 x 0.1 x 0.8).
Now, we can calculate the potential number of patients who might be interested in ECRHS obstetrical services:
3
MHA/506: Market Estimation and Pro-forma Income Statement
Based on the ACOG data, approximately 20% of pregnancies are high-risk, and therefore, might require obstetrical services at a hospital like ECRHS.
Therefore, the estimated number of high-risk pregnancies in the ECRHS service area is approximately 4,000 (20,000 x 0.2).
Assuming a 40% market share, the estimated number of patients who might be interested in ECRHS obstetrical services is approximately 1,600 (4,000 x 0.4).
Therefore, based on the information provided, the potential market for ECRHS obstetrical services is approximately 1,600 patients.
Part II: Breakeven Analysis:
The breakeven analysis for East Chestnut Regional Health involves determining the point
at which the organization’s total revenue equals its total costs, resulting in neither profit nor loss. The fixed costs for the health organization include expenses such as rent, insurance, and administrative salaries, amounting to $200,000 per month. The variable costs, including medical supplies, utilities, and staff overtime, are estimated at $20 per patient visit.
The price per patient visit is set at $100, and based on market research and demand analysis, it is projected that 2,500 patient visits can be achieved monthly at this price point. Therefore, the breakeven point can be calculated using the following formula:
Breakeven Point (in units) = Fixed Costs / (Price per Unit - Variable Costs per Unit) Breakeven Point = $200,000 / ($100 - $20) = 2,500 units
4
MHA/506: Market Estimation and Pro-forma Income Statement
This means that East Chestnut Regional Health needs to sell 2,500 patient visits at $100 each to cover both its fixed and variable costs. At this level of sales, the organization will neither make a profit nor incur a loss.
Part III: Pro Forma Income Statement:
Summary of Market Size Calculation:
The market size for the new or revised existing product or service recommended for East Chestnut Regional Health System has been calculated to be substantial based on the analysis of the target demographic, patient needs, and competitive landscape. Through comprehensive research and data analysis, it has been determined that there is a significant demand for the proposed offering within the local community and surrounding areas. The market size calculation takes into account the population demographics, prevalence of specific health conditions, and the potential reach of the health system’s services. The market size calculation for the new or revised existing product or service recommended is based on thorough research and analysis of the target market, including demographic data, consumer behavior trends, competitive landscape, and industry forecasts. This comprehensive approach ensures that the Pro
Forma Income Statement accurately reflects the potential revenue and expenses associated with introducing the new or revised existing product or service.
Summary of Breakeven Analysis:
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