Business ideas for 2010: interesting business ideas: Organization of a dental clinic

Business version of: Organization of a dental clinic

Hollywood smile that drew white and even teeth, is still in Russia, one of the standards of beauty and health. That way now accepted in polite society. Business entrepreneurs who made a bet on dental services on the rise. But there is again an opportunity to join their close-knit ranks? "Business Journal" decided to find out whether the veterans are ready to drill and cermets in my own way to community newcomers.

Dental services are always in demand. In the Soviet Union officially acted entirely paid dental clinic, but illegally - thousands of artists, homeworkers, which a grateful clientele passed from hand to hand. At the same dental profession has always been associated with high incomes as well as the inevitable spending with the buyer. As a consequence, the bright face of Anton Semenovich Shpak, the apartment is gone, "two tape recorders, two cameras overseas, 2 cigarette case of domestic as well as suede jacket, turned out to be not so much a caricature as well.

In the early 90's private dental clinics grew like yeast. But here's the paradox. However, since analysts that way and can not be accurately calculate the total capacity of the national market for these services. For example, in relation to the capital market reports figures appear from 7 down to $ 13 million a year, but this is certainly true.

That's what it thinks about it according to Igor Nikolaev, the analyst firm 3A Marketing: «In Moscow, according to official figures, 11 million individual lives. In addition, working capital, residents of suburbs, just like immigrants from other regions. But it again 3 million as a minimum. In the same amount - 14 million consumers of basic dental services. Even if in the event every year as soon as one million customers will turn to the dentist, together with the most basic problems (say, along with a request to define a seal), in this case, at a cost of from 50 up to $ 150 for this service, all we really get a sum of 50 pending $ 150 million a year. Thus, from the experts take their 7 or 13 million dollars? "

Optimists believe that now a place with a view to the emergence of new investors as well as dental clinics (or offices) there is a priori. "Nobody does not become contend with the fact that Aboriginal people now pay increases. This affects everyone. People and cars are buying slightly more, as well as the teeth are treated more expensive than before, - said Alexander Khodakov, director of consulting the union "Factory business." - Also came during rotation as well as updates in this case, there is so-called retreatment of teeth. It is no secret that right now at the dawn of perestroika first commercial dental clinics could not have done everything successfully. But as well as wear and tear of the same metal-ceramic prosthesis causes the patient to change them for new ones. All of this creates a growing demand for dental services. "
On the recommendation of
Dental office. Details

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Description of the business. Clinic according to the provision of dental services economy class.
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Investment. Starting investments - from 100 down to 400 thousand dollars.
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Problems. The main problem - to find and retain professional dentists.
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Profitability. On average, in Moscow - 30% in the regions - 20%.
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Type of Property. IP, LLC, JSC.
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Taxation. Having a form of property company or PI, is allowed to be exactly the payer under the simplified tax system (STS).
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Payback. 2 or 3 years.
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Certificates and licenses. A license is required.
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Room. People engaged in treatment and prevention of dental ailments.
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Staff. Therapists, orthopedic surgeon, a surgeon, nurses, doppersonal.

Clinics that provide dental services, are divided into 3 groups. This economy class (income from 150 up to $ 300, along with customer per visit), a business class (1 000-1 500 per visit) and VIP (more than 1500 dollars). The most common - the company operating in a democratic segment. How to position a dental office with three to five plants.

For the order to open a sort of cabinet, it will take place with area from 100 up to 350 square meters. On the outskirts of the capital area are allowed to shoot at the rate of about 450-500 dollars per square meter per year. In regions tekuschiya # but figure, as if the position below, and in some cities - is essential.

If the list of services other than therapy and surgery is present again as well as prosthetics, in this case, most likely, such institution or uses the services of a dental laboratory outsourcing, or maintain their own unit (as if the position is stronger than the inheritance of large institutions).

According to market participants, along with the view of the initial investment in rent, equipment, personnel, tools and materials, furniture and furnishing dental office "no frills" are allowed to open, spending by up to four hundred thousand dollars. There is an option to buy the place at once in the property? If that way, in the calculation of the initial investment needed to dance the rest of the stove. It is also important not dental specific, but especially the real estate market a specific region and city. That way, according to estimates by Sergei Lobanov, chief physician network of clinics Dental center of the city (St. Petersburg), in the northern capital per square meter have to shell out a minimum of 3 500-4 000 dollars (not the greatest center only and not the backyard ).

Is it important for patients (but then, together with the terms "cross" the office) a convenient location? Igor Nikolayev believes that it is not important: "To the dentist more often people go smoothly on the recommendation. Therefore, they will go to any end of town. And also does not shun the fact that this clinic is, in particular, in the yard, but not on the main avenue. It is important that the people were sure: they go to a good technician. " Agree with it as well as Sergei Lobanov. But exactly it is estimated that 50% of patients to the clinic believe that now the location (for example, in the city center - close together with the work or in a residential area - close together with the house, close to the subway station or well-known transport corridor) is to They did not last role.

One way or the other way, the key to success - professional staff and modern equipment (where the first defines a second right now: high-class specialist will not work with antediluvian tools as well as low-quality materials). The main people to the investor - the actual head doctor and therapists, which serves the main stream of customers. Following in the personnel hierarchy appear orthopedists, surgeons continue and, eventually, children's dentists (it really smacks of specialization, or against, a broad profile).

According to tradition derived from the income of physicians base salary as well as the percentage of production (usually not at least 20-30%). Average occupancy of private dental offices now comprise about 50%, as experienced market participants warned: Eating economy-where in the prices are low, in order to achieve the planned return to aspire to 80% utilization of staff time. Profitability in general, exactly the market is about 30%.
Get into the top ten

Before registering the idea, shoot the place to subscribe to personnel, purchasing equipment, paint walls and deliver advertising, veterans are advised to conduct thorough market research of the local market. Galina Abramkin, director according to the work together with clients Communications Agency Magic Box, advice for beginning to identify with the target room: "It is not easy to make a socio-demographic characteristics of the core customers, as well as their attempt to paint a psychological portrait. Who are these people? Are they leaders or "slave", innovators and conservatives are focused much more on the process or outcome? What are they addicted? In what place spend time and like? "By the way, exactly according to research, an overwhelming large number of visitors dental clinics - women aged from 25 up to 55 years.

Not less than significant level - the study of the market competitors. "In a major city in the investigated five-kilometer zone around the clinic of the future at times is probably to get 2, but as well as three dozen clinics and classrooms. But not all of them are your competitors, - says Alexander Khodakov. - So, the neighbors need to "calculate" and explore. Real competitors will not that way too as well as many, the word because no sale of consumer goods. This sale of services. However, at this point wins the one who takes the fancy, artistic, system, customer service. "

But the municipal hospital - like the time a strong competitor "privateers", operating in economy class. As a minimum, it is recommended to place the office away. If the same is in accordance with reason or another can not - calculate the prospects of improving in the more expensive segment services.

Analysis of the market that you want to attract professionals of the dental business, will help develop a personal unique service package, but of all the possible options to focus interest on two or three key services.
Market

According to Health Ministry estimates that in the coming years the market for paid medical services will grow by 12% per year.

In Moscow, at present about 920 private dental clinics, among them network - approximately 24%.

The average workload of clinics is about 45%.

One dental chair has to at least 1,500 individual.

As for advertising, so at this point, novice marketers will have to develop the maximum activity of all available means, including radio. "Mysteriously credibility of the clinic through advertisements on the radio exactly grow. About a man who heard this ad is a little time, formed a sense that he knows the agency that long ago ", - says Igor Nikolaev experience.

The downside is that it channels all the successful promotion of road, stressed Sergei Lobanov. World Network, in this sense an accomplice, but obviously not the key resource. "It poraskinut brains are not so much about the beautiful web portal, but about the appearance of publications in mass medical resources, where in the annual room is probably in the millions of base of patients." But allowed to rely on the clientele of experienced physicians, which you subscribe. According to Konstantin Mishchenko, head of consulting group Grenta, dental practitioners, worked tirelessly "on the uncle", opening a private practice, always rely on the existing customer base that now minimizes the initial cost of advertising. But the cause of a patient is likely as well as a physician, an entrepreneur who managed to seduce the attractive terms of exactly self-employed.
Prospect

Investments in the dental office are beginning to pay off in the third year of its existence. Duration? In these times is very good. What is next? Here everything depends on the entrepreneur, business manager. The next major move for the sake of growing dental business, which the owner is not trying to "milk dry" at all, taking the entrepreneurial prize - go into business class and premium segment. However, this means that it In addition to changing the price list will have to invest in the aesthetics of space, comfortable furniture, a lounge (including as well as for children), also seems to significantly expand the range of services including aesthetic dentistry to women. However, that's for sale of related products in the dental business, expect not to. "Sales of related products, as opposed to beauty salons to dental clinics are not working. most likely reason is that this individual wants to quickly move away from this place "- reminds Igor Nikolaev (3A Marketing).
Find and retain

What are the survival rates of young dental offices and clinics? According to "Business Magazine", in Moscow, the number once again open clinics, like the situation, the same number of close. Experts believe that it is the main problem of "tooth" startups - bugs in the system to attract patients and to build a loyal customer base. But there are others as well as pitfalls.

- Now, people are better versed in law. Also, more often, unfortunately, abuse these skills, trying to earn a dentist. Customers are being sued and what they want to be so at all costs to prove that their health is now injured, although in fact often it is absolutely not true. An ordinary fraud? But. But the work is messy - resents Sergey Lobanov (Dental center of the city ").

Meanwhile Antinous Sumelidi, the primary editor of Dental South (Krasnodar), is sure: the main problem of many offered by dental offices and clinics - quality footage. "Good doctors are not enough. Everything closes at the individual physician. So here, as if the time most of these individuals as well as not enough - he says. - In addition, more and more confirmed: in the case of the owner of the practice - a doctor, in this case, like the situation, it is very mediocre businessman. If the doctor is not only an entrepreneur, so it is often not able to until the end of grasp what is happening now in the clinic. "

Success of dental business tightly linked with qualified personnel. In this sense, purchase of equipment or the end of the contract together with the dental technicians, which according to the casts will produce prostheses - flowers.

- Some investors have done well, for example, in the construction business or trade, be sure: to open a dental clinic is not an impressive amount of work. In vain. Nastoyaschiya # But the business is very difficult - warns Sergei Lobanov. - It is truly likely to be very profitable. But only with proper conduct of the case, with good setting their own medical items. Allowed to deploy a huge advertising campaign to put a lot of money into promotion. But provided you are not be able to guarantee the high quality of the original service denyuzhku will be thrown into the vortex.

Look for a doctor! Yet again better - a few.
Kuban footage

For a dental office should be a place like minimum area of 30-40 square meters. m. Treatment room - 14-15 square meters. m, the upper room waiting for patients - 6-8, upper room staff - 8-10, toilet - 3.

Ideally need a separate sterilization - 8.6 square meters. m. Under the condition unless there viziografa, to dental (film) X-ray will need a separate office area of 6.8 square meters. m

The furniture in the medical office as well as sterilization is better to put the metal. Such furniture domestic production will cost about 40-50 thousand rubles. All other items - again the same. Inexpensive average set of equipment has to be connected to a dental unit complete with tips and necessary options (200-300 rubles). Compressor and pump - is 40-50 thousand. Rentgenapparat (film) - 60-80 thousand rubles. Autoclave - 40 000. The initial set of tools and materials to work - 60-80 thousand rubles.

If not go into tedious enumeration, in this case as a whole in order to, in order to intensify work in a decent environment, should be put not less than 500-600 thousand rubles. Excluding repair and training facilities (in this place overall estimates are not meaningless, because it all depends on the initial state of the premises). In the event along with the Krasnodar value of the lease of one square meter ranges from 500 up to 1,300 rubles, or about 30-40 thousand a month.
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