SN SOLUTIONZ

City View House 5 Union Street Ardwick Manchester, M12 4JD United Kingdom

Sample Business Plan

Executive Summary
ABC Medical Solutions will start as primarily Tier 2 medical reporting company which will be entirely owned
by Dr XYZ. We will be providing medical reporting services to our clients who suffered injuries as a result of
clinical negligence, road accident or industrial accident/diseases. According to estimated figures it is clear that
current value of medico legal in UK market is over £250m. This figure is dominated by claims of road accidents
that make up more than 75% of total claims. The estimated rate with which the market is expanding is 5% to
6% annually from 2003 and onwards. It is obvious from this figure that this expansion will continue at same
rate in future. Similarly, the ratio of personal injuries claims is also growing up every year and is expected to
continue in future in UK. Based on this estimation, it is predicted that cost incurred by personal injuries
insurance industry will rise from £8.4 billion during 2010 to £9.7 billion by 2014 which is still this industry still
has opportunities which is we are going to target this industry. We will be offering the services regarding legal
reports to such claimants. We enable them to proceed towards their compensation in a smooth manner. We help
them minimize the hurdles in relation to medical reporting. This also means that we will bring the medical
professionals and such claimants closer to each other where medical professionals can conduct the medical
examination of such claimants who are suffering from rehabilitation, personal injury, physiotherapy, diagnostics
and complex injuries. We will also be responsible for arranging the personal medical records of our clients. Our
clients also include insurance companies, solicitors and claimants. We will be working in close business
cooperation with our clients to enable them to get a service which is moulded according to their needs.
Following are the values and visions of the company: Dr XYZ will manage all business operations at start of
business and one experience employee will be hired to deal operations and compliance. Dr. XYZ will be
responsible for the management of the business at start up. MedCo requires that there must at least be one more
employee who can deal with compliance and operations. Therefore, a compliance employee will be appointed
by the owner within six months of the operation of the clinic. Further, an assistant will be hire after the six
months of opening the clinic who will be trained to handle case work. For first two years there will be a staff of
total 3 persons. However, in fourth year of operation another person will be hired at ABC Medical Solutions
for the firm as the firm will be upgraded as Tier 1 MRO.
Contents
Executive Summary .............................................................................................................................................................. 1
About company ................................................................................................................................................................ 4
Business financial investment .......................................................................................................................................... 4
Company Ownership........................................................................................................................................................ 4
Start-up Summary ............................................................................................................................................................ 4
Services ............................................................................................................................................................................ 4
Our vision and values ....................................................................................................................................................... 5
Operational Objectives .................................................................................................................................................... 6
Strategic objectives .......................................................................................................................................................... 7
Strategic objectives ...................................................................................................................................................... 7
Operational Objectives ................................................................................................................................................ 7
Intended % MedCo work as a proportion ........................................................................................................................ 9
Process of our services ................................................................................................................................................... 10
Market and Industry Analysis ............................................................................................................................................ 11
PEST Analysis .................................................................................................................................................................. 11
Medico Legal Industry Five Forces Analysis ................................................................................................................... 18
SWOT analysis ................................................................................................................................................................ 24
ABC Medical Solutions Strategies ...................................................................................................................................... 25
Marketing strategies ...................................................................................................................................................... 27
Managing substandard performance of Experts ........................................................................................................... 34
Personnel plan ........................................................................................................................................................... 35
Appendices ......................................................................................................................................................................... 35
Appendix 1: ABC Medical Solutions .................................................................................. Error! Bookmark not defined.
Appendix 2: List of medical experts .................................................................................. Error! Bookmark not defined.
About company
ABC Medical Solutions is primarily starting as a Tier 2 medical reporting company which is entirely owned by
Dr XYZ. There

Business financial investment

Initially, an amount of GBP £200,000 will be invested in the start-up. The account of the said entrepreneur has
already been loaded with the said amount.

Company Ownership

The organization, ABC Medical Solutions, will be registered as a Limited Liability Company. It will entirely
be managed by the owner herself, Dr. XYZ.

Start-up Summary

The start-up summary of ABC Care Solutions is attached in Appendix 1 to this paper. The company is in the
phase of start-up. Appendix 1 highlights the details of the cost to be incurred in this phase. These are as follows:

 Business Development

 Deposit

 General Suppliers & Marketing Expenses

 Equipment

 Office Supplies

 Rental Expenses

Services

We will be providing medical reporting services to our clients who suffered injuries as a result of clinical
negligence, road accident or industrial accident/diseases. We will be offering the services regarding legal reports
to such claimants. We enable them to proceed towards their compensation in a smooth manner. We help them
minimize the hurdles in relation to medical reporting. This also means that we bring the medical professionals
and such claimants closer to each other where medical professionals can conduct the medical examination of
such claimants who are suffering from rehabilitation, personal injury, physiotherapy, diagnostics and complex
injuries. We will also be responsible for arranging the personal medical records of our clients. Our clients also
include insurance companies, solicitors and claimants. We will be working in close business cooperation with
our clients to enable them to get a service which is moulded according to their needs. Following are the values
and visions of the company:

Our vision and values

Our vision: provides the foundation on which the growth of our company takes place

• Team: Our team is composed of highly professional people that are determined to take their
performance to exceptional heights.
• Satisfaction: This means that we will provide high quality services to our clients until their case is
settled so that we can achieve customer satisfaction.
• Productivity: We believe that we will only be productive if we are mindful about the quality of our
reports. We will continuously be upgrading our systems.
• Market leaders: We aim to be the leading market player in the industry with a highly motivated
staff, strong foundations, strict quality control mechanisms and efficient customer services. We
aspire to be the most reputable and trustworthy organization in the medico-legal sector.

Our Values: these pave ways in which we behave and act.

• Integrity and transparency: We have set higher threshold for standard of our services. All the
decisions that we take we show integrity in them. We also encourage open communication within
our teams. We believe in building a relationship on the basis of trust, commitment, fairness and
transparency.
• Strive for Quality: We are highly focused on provision of high standard of services. We have a
higher mechanism for quality assurance.
• We can: Our services are based on our idea of ‘we can’ i.e. we will go to every possible end to
facilitate our clients to solve their medical examination issue to get fair compensation for their losses.
• Responsibility: We also take the responsibility for the provision of services. We are continuously
on a look out for highly experienced professionals in the industry to join our team and serve the
people.
Operational Objectives

ABC Medical Solutions service levels and RTA soft tissue injury

Instruction of the Medical Expert

• Upon receiving the instructions from the solicitor, we instruct the relevant expert within a short
period of 24hrs.
• For GP instructions in the absence of the medical record, we aim to secure the appointment with
expert in five days subject to their availability. We also ensure that the examination takes place at a
facility which is within 5-10 miles radius.
• The Medico-Legal Report
• GPs on our panels provide the report within 5 days following the examination.
• Within next 5 days our complete report is forwarded to the solicitors.

ABC performance levels-RTA soft tissue injury GP instruction

Examination appointments

• Within the 5 days of instructions given by the expert we book the appointments. Over 50% of the
appointments are booked on the same day.
• We ensure that the medical examination has taken place within 25 days at max.
• We work closely with our clients throughout to ensure that we set the date which best suits the
schedule of our clients

REPORTS

After the examination the report of the GP is dispatched to Solicitor within 48 hours. Our performance indicators
are as follows:
 Medical report dispatch criteria
10%

30%

60%

1 day 2 days 3 days

Strategic objectives

Strategic objectives

 To provide high quality and competitive services to our clients

 To maintain long term and trust-based relationship with our clients by meeting their expectations
 To establish a learning environment where our professionals learn from each other’s experience
 To establish a highly motivated team which achieves customer satisfaction
 To establish a strong external and internal communication for achieving the expected growth of the
business.
 To complete at least 1000 cases in the first year of our organization, 1500 in the second year and 2500
in third year
 To increase our geographical presence by reaching out to all post codes at the end of third year.
 To become the Tier 1 level medical reporting company which covers the entire country and provides
high quality services
 To provide instant appointment to over 4500 appointments through online portal at the second year.

Operational Objectives

Vertex Medical Solutions service levels and RTA soft tissue injury

Instruction of the Medical Expert

• Upon receiving the instructions from the solicitor, we instruct the relevant expert within a short
period of 24hrs.
 • For GP instructions in the absence of the medical record, we aim to secure the appointment with
expert in five days subject to their availability. We also ensure that the examination takes place at a
facility which is within 5-10 miles radius.
• The Medico-Legal Report
• GPs on our panels provide the report within 5 days following the examination.
• Within next 5 days our complete report is forwarded to the solicitors.

Vertex performance levels-RTA soft tissue injury GP instruction

Examination appointments

• Within the 5 days of instructions given by the expert we book the appointments. Over 50% of the
appointments are booked on the same day.
• We ensure that the medical examination has taken place within 25 days at max.
• We work closely with our clients throughout to ensure that we set the date which best suits the
schedule of our clients.

We will provide services through MedCo

From April 2015 onwards, any medical report related to soft injury claim about road traffic accident must be
commissioned through MedCo portal. It is a system which randomly allocates the 10 MROs (medical reporting
organization). The aim of this process of randomization is to remove the financial links between the claimant
and MRO. This ensures that the evidence is collected in a fair and transparent manner.

How will the system work?

 The first report regarding claim of soft tissue injury must be a fixed cost GP medical report where the
record is not commissioned by MRO sourced through MedCo portal
 When users search on MedCo they can see a list of randomly generated MROs by the system
 A unique ID is also generated by the system which is attached to each medical report.

ABC Medical Solutions is an agency of Tier 2 level. It offers fully independent, quick and reliable services.
MedCo enables solicitors to trace experts that can provide expert medical reports for injuries related to soft
tissues as a result of road traffic accident.

1. Any qualified GP, accredited Medical Reporting Organization (MRO), A&E Consultants,
Physiotherapist and Orthopaedic Consultant can get themselves registered with MedCo.
2. A solicitor can also look for MROs or individuals with whom they do not have any financial link to
provide initial medico legal report to them
 3. A randomly generated list of such providers is shown to solicitors on the system from which they can
choose the one they want.

Why MedCo will be a strategic fit with the existing organisation?

We will provide services through MedCo

From April 2015 onwards, any medical report related to soft injury claim about road traffic accident must be
commissioned through MedCo portal. It is a system which randomly allocates the 10 MROs (medical reporting
organization). The aim of this process of randomization is to remove the financial links between the claimant
and MRO. This ensures that the evidence is collected in a fair and transparent manner.

How will the system work?

 The first report regarding claim of soft tissue injury must be a fixed cost GP medical report where the
record is not commissioned by MRO sourced through MedCo portal
 When users search on MedCo they can see a list of randomly generated MROs by the system
 A unique ID is also generated by the system which is attached to each medical report.

Vertex Medical Solutions is an agency of Tier 2 level. It offers fully independent, quick and reliable services.
MedCo enables solicitors to trace experts that can provide expert medical reports for injuries related to soft
tissues as a result of road traffic accident.

4. Any qualified GP, accredited Medical Reporting Organization (MRO), A&E Consultants,
Physiotherapist and Orthopaedic Consultant can get themselves registered with MedCo.
5. A solicitor can also look for MROs or individuals with whom they do not have any financial link to
provide initial medico legal report to them
6. A randomly generated list of such providers is shown to solicitors on the system from which they can
choose the one they want.

Intended % MedCo work as a proportion

Intended % MedCo work as a proportion of to the overall work done by the MRO e.g. can be based on
(predicted) income, reports to be produced.

Years Expected cases through MedCo Expected income included VAT

First year 1000 £216,000

 Second 1500 £324,000
year

Third year 2500 £540,000

The Group Structure chart showing where the MRO features in the overall group (not just MROs) of
associated/ linked companies (if applicable).

Process of our services

When solicitors instruct us to assign appropriate medical expert in order to assess client`s injury, from that point
we start to make all possible efforts to ensure that clients have positive and satisfactory experience with us.
Clients will receive a questionnaire to fill along with appointment letter before being examined. Clients will
require bringing two identification forms along with this questionnaire to the appointments. We advise the
clients to reach at their appointments 15 minutes earlier than scheduled time. Medical experts will take client
history before examining the injury. Appointment will last around 10 to 15 minutes. After that, medical experts
will generate the report and will forward it to the solicitor immediately. We will provide an opportunity to client
to go through the report prior to send it to third party (the insurance company). If clients want to make any
change in report, they can inform the respective solicitor to make the require amendments. We will make a
careful selection of medical experts to make thorough and careful assessment of client`s injury and generate a
comprehensive and high quality medical report.

Procedure of processing instructions and arranging appointment

1. Vertex Medicals receives instruction via email, fax or post.

2. We acknowledge the receipt of instruction within 8 hours.

3. We then contact the client and introduce ourselves and discuss client’s availability, for the consultation.

4. Thereafter an appointment is arranged with the appropriate expert in the clients’ locality.

5. A copy of instruction letter is sent to the expert and original instruction letter is uploaded on our system.

6. Confirmation of the appointment sent to the client and instructing party.

 7. When appropriate, previous notes/investigation records should be made available to Vertex Medical
before the appointment.

8. The consultation will take place within two weeks of receipt of instruction letter, (urgent appointments
can be requested).

9. Prior to the consultation Vertex Medical will confirm attendance with the client and talk him/her through
the consultation process and requirements and send the pre-questionnaire.

10. In our experience this minimises missed appointments and any confusion on the part of the client and
prepares him/her for the examination.

11. The report will be prepared and sent to the instructing party, usually within a couple of working days of
consultation.

12. If further investigations are required, every effort will be made to ensure the shortest possible timelines
are adhered to.

13. If appropriate, coordination of additional treatment will be undertaken by Vertex Medical.

Market and Industry Analysis

PEST analysis represents the framework used for analysing the factors of macro-environment. It is also referred
to as the external environment analysis of an organization. These factors can influence the ABC Medical
Solutions company. The PEST analysis will cover general external environment factor those influence the ABC
Medical Solutions business decision and five force analysis which is very common to conduct industry specific
analysis. Additionally, the SWOT analysis will be present the internal strengths and weaknesses of ABC
Medical Solutions with relation to the external threats and opportunities. The result of these is utilized for
identifying the weaknesses and threats which can then be analysed with the help of SWOT analysis. Together
these frameworks enable us to analyse the drivers of change in medical reporting industry.

PEST Analysis

Political and legal factors

As there is Higher compensations are available to victims of road accidents in Britain. The share prices of
insurance groups went down recently amid fears that huge claims could be raised by claimants as a result of
government’s new policy in this regard in UK. It is argued that the new policy will drain the public purse. It has
also been estimated that the pay-outs from NHS medical errors have also increased by GBP 1 billion annually.
This change came following the revision of formula known as discount rate. It determined the amount that has
to be paid by the insurance company or NHS for successful claimants to cover their care for lifetime. The new
rate will increase the cost of claims as the shares of insurance companies fell. According to a report by Direct
Line, this policy could wipe GBP 215 – 230 million off pre-tax profits. This indicates the fall of 6%. Admiral
shares fell by 2.5%. The legal rulings are also attempted to be reversed by the government which would bring
GBP 3.7 billion to disability benefits over next four years.

The increase in personal injury claims has largely been observed particularly in last ten to fifteen years which
positive legal factor for us. As a result, the claims business is also emerging in the country which bring more
competition in the market. The British insurance industry is the third largest in the world which is major business
source for us. There are over 290,000 people employed in the insurance industry on these shores which is major
signal of the big size of this industry.

It is important for us to be well aware of what are allowed and legal activities within the territory they are
operating in. Moreover, organizations must keep them update about all changes in legislation as well as impact
of these changes on our business and routine activities. These factors include consumer law, MedCo
requirements and criteria of qualification, employment legislation, health & safety, trade and international rules
and regulations as well as restrictions. Usually, political factors overlap with the legal factors which is why
these both factors are discussed in the same section, except the major difference that is government policies
lead political factors like Brexit is political decision, but it directly impact on legal framework of the country
however legal factors should be fulfilled in all circumstances. The Brexit decision will directly impact on injury
claim industry because UK laws mostly stem from the Europe. It is generally claimed that more than 70% laws
of UK are linked to European directives or regulations in a way or other. Some extra layers in processes could
be removed by removing EU legislation; however, the worry is that legal system of UK would be moved back
to previous system that was there a few years ago.

UK is under the direct influence of most of the European laws, so Parliament Act is no more needed in UK to
make the legislation effective. Directly effective EU legislation took many years to build up, if it is entirely
removed than huge gaps in legal system will be appear that will be filled after long time period. There are many
EU regulations that may directly affect the personal injuries claims. Some of these include abroad accidents
related laws, consumer protection laws and safety at workplace laws etc. When EU decided to leave, this
legislation was completely scrapped or amended which made it hard for the individuals to pursue personal injury
claims.

Accidents at workplace: Among the various in force EU regulations for the protection of people at workplace,
the most important is Health & Safety at Work Act 1974. This Act ensures that whether, in UK and throughout
European Union, the workplaces meet minimum requirements of health & safety or not. Six other most
important regulations were stemmed from Health & Safety at Work Act 1974 in 1992. These regulations were
a step ahead in keeping the individuals safe at workplace at the same time it is also one of the major source of
workplace injury claim in the industry. First one is Provision and Use of Work Equipment Regulations; it
ensures that appropriate and protective equipment’s are being supplied to the employees at workplace. Second
is the Workplace (Welfare, Health and Safety) Regulations 1992, it ensures that workplace is not risky for the
employees and may not cause any accident so in case of accident the employee make claim that goes through
MedCo system. When these regulations were introduced for the first time, health & safety standards were
significantly improved at workplace, now which could be at high risk due to Brexit. Now, British employees
no longer would be benefited from similar EU regulations and directives in future.

Accidents abroad: Currently existing EU directives protect the victims of road traffic accidents who got
injured due the action of untraced or uninsured drivers on holidays in Europe. Due to Brexit, those individuals
who want to put claims for their road accident injuries may not be able any more to be benefited from these
regulations or other motor insurance EU directives that allow the people to pursue injury claims in UK which
is another threat for our business.

Small claims limit: In his last Autumn Statement the Chancellor proposed that limit of small claims could be
raised from £1,000 to £5,000. He further stated that victims of the road traffic accident injuries would not claim
for the whiplash anymore and legal industry need to wait and watch what might happened in this regard. Brexit
brought such important changes in existing legislation and pushed down the main agenda further. When
Commentators and politicians hypothesised that what changes Brexit will bring in, it is not possible to be sure
of some implications because they would largely depend on what Britain`s membership would replace of UE.
The potential changes in existing EU laws and regulations will reflect economic and political forces both, out
of control of the innocent road accident victims. These are the people who would find it harder to recover the
damage for their suffering and pain if major legislation is abolished or amended.

As discussed earlier that there are some legal and political environmental changes in UK which negatively or
positively influence the Medical Reporting Organizations. For example, Brexit negatively influenced the buying
power of consumers. Although it may directly affect the MROs at least indirectly it can decrease the number of
cars and thus number of incidences and ultimately decrease claimants. The industry is running on the basis of
personal injury claims filed by the claimants as a result of negligence.

The government’s reforms programs also include the reforms in relation to regulating the injury claims of soft
tissues following a road traffic accident. This also includes the regulations with respect to high standard of
medical reporting. There are particular qualifying criteria which are intended for making sure that MROs are
registered with MedCo. Further, the MROs that are already registered with MedCo and the ones that wish to be
registered must be fully functional organizations with proper systems in place as well as adequate resources to
meet the standard requirements. As discussed earlier that political changes may affect the MROs as many
lawyers in the industry are from other EU countries who will have to leave UK upon completion of Brexit.

Besides, the industry is also highly regulated and there are tough financial regimes that must be met in order to
start an MRO. It is necessary to deposit GBP 20,000 worth of financial bond for first two years of operation.
Furthermore, in the third year of operation the MRO has to maintain cash ESCROW account. This means that
in case the company defaults on the payment of doctor’s fee, the fee will be paid from the account. The
registration fee is GBP 18,000 which is paid at the time of registration with MedCo. It is important to bear in
mind that registration with MedCo is mandatory. Once the application for registration has been submitted a
confirmation message is being received. After the submission of application, it cannot be altered or changed
unless the processing has taken place. The application will be reviewed by MedCo and upon satisfaction will
be approved. An email will sent to the concerned MRO about confirmation of registration and it is invited to
create an account with MedCo. Once the process of registration is being completed and all policy criteria are
being met and the relevant fee have to pay then account will have made operational. It shows there is specific
and legal process to start a MRO company in the UK. Additionally, the changes about membership level can
then be made at any stage which is another threat for our business. This shows that the industry is highly
regulated as well as competitive. Strict qualifying criteria need be fulfilled in order to be considered eligible to
provide services. The rules and regulations are also being developed by MedCo which must be followed. These
rules are related to privacy, payments, minimum service standards, bond requirements, escalation procedure,
ethics policy, financial links policy, charging policy and data validation rules.

MedCo also ensures that MROs that apply for registration do not foul the model of random allotment. MedCo
ensures that all regulations criteria are being met by the MRO. The role of MedCo is to enforce the compliance
with the rules and regulations introduced by the government. The compliance with such rules and regulations
is also introduced in the terms of agreement with MedCo. Any failure to meet the rules and regulations of
government and that of MedCo attracts the penalty of removal or suspension of membership. Thus, MROs
operate under highly regulated environment. The compliance with such requirements is strictly needed and
adhered to. I am fully prepared and knowledgeable about such rules and regulations of government and MedCo.
I possess the knowledge and skills in this regard. I am also aware of the financial requirements and am ready to
oblige to them.

Economic Factors
Following the Brexit vote the economic performance of the country struggled. However, in past six months the
trend is towards normal. The household spending power had squeezed in the first half of the year 2017 which
is negative element to start up new business. In the current scenario it is believed that the projected UK growth
will decrease from 1.8% to 1.5% by the end of 2017 and further down to 1.4% in 2018. This shows the slower
growth of consumer spending power. However, not all industries are affected by this.

In the first quarter the British economy grew by 2% in current year. However, the quarterly rate fell down to
0.2% due to softening service sector and consumer expenditure. But the country would not get into recession
despite the fact that there will be risks to growth following the Brexit which is major threat for us to start a new
company as MRO, so I have sufficient funds access to support my company to deal with any negative economic
situation. The Brexit has posed challenges for the economy, but the economy has showed signs of recovery in
latter part of 2017 which is why I took indicative to start up a MRO company in the UK. A key element behind
the entire slowdown is the moderation that appeared in the spending growth of consumer to nearly 2% in 2017
which fell to 1.5% in 2018. This shows a squeeze on the spending power of household.

Despite the fact that unemployment rate is lowering down, the wage rate is not steady. In the first quarter of
2017 the investment was relatively well. However, the period immediately before and after Brexit witnessed
lesser investment arriving in the country. London is still believed to be the fastest growing region in the country
even in 2018. However, the pace of its expansion is expected to slow down as compared to previous rates of
expansion. Average real growth is expected to be seen in other regions of the country i.e. 1% to 1.5%. However,
no region is expected to witness the negative growth. Inflation may rise in the coming year but it will gradually
decline but the personal injury industry would be the almost same because the UK legal framework still much
protect to the personal injury claim which is why this industry will not much effected economic expect changes.

Technological factors

However, focusing on new methods and processes of manufacturing, distribution and logistics is also equally
important. Such as to fulfilling the criteria set by MedCo, another important factor is to adopt the latest
technology in the provision of services for delivering high quality services to the clients. Therefore, in order to
provide high quality services, we have employed the Nephos software for expert management, case
management, expert panel management, credit control and other control mechanisms. Additionally, the software
is integrated with DocMail and Zero Account as well as IDAGG accounting. The prime advantage in this regard
is that the software is more than a system of case management. It also provides for networking within the
organization. Besides, it is a cloud based product which is particularly designed to run in MROs in UK. It is not
CMS which is modified contrary to its original design to perform a function for which it was not originally
designed. The software is particularly designed for MRO industry. All letters, workflows, emails, contracts,
SMSs and documents are configurable through this system. This gives us the entire control of the operations of
our organization. The software makes it simple to operate through different functions in an efficient manner.
We will be paying GBP 25 + VAT per case in this regard. Therefore, the cost of advanced technology is not
low. But the cost must be met in order to stay competitive in the market. The important features of the software
are as follows:

Key Features

 Built in server and email

 Configurable Workflow Management.
 Two-way text messaging option with automatic confirmation of workflow
 XERO accounts integration.
 DOCMAIL integration for outsourced postage.
 Full panel management CRM

Besides, we also established our own IT infrastructure which includes advanced scanners, computers, printers,
etc. These are adequate to make us Tier 2 level company.

Social Factors:

In 2015, population of UK grew to 65.1 million (largest ever) that is more than half a million since 2014.
However, it is estimated that steady growth in population will continue and will reach to 70 million individuals
by 2026 (see figure 1 for reference).
Population is growing in size partially because of increase in ageing population. Population of people fall in 65
years old or above age group is growing with ratio from 14.1% to 17.8% during 1975-2015. It is expected that
growth of this category of population will continue and will be nearly equal to the quarter of entire UK
population by the year 2045 (see Table 1 for reference). Social and health care services as well as pension payers
should consider this provision at high priority.

As the above demographic statistics shows that the UK population is going to increase which is positive factor
for our business additionally it is very common that there is large percentage of the injury claims old people
those are above 64 years old and the percentage of above 64 years old people is also growing in the future which
is another positive factor for personal injury claim business.
Medico Legal Industry Five Forces Analysis

Rivalry in MROs industry

This force is determined by the presence of competitors, their numbers and their ability of threatening a
company. Power of the company is dictated number of the competitors and number of the equivalent product
and service they offer. Speed - constant reduction in the SLA's for creating industry leading benchmark

Following are the recent figures that are noteworthy:

 According to estimated figures it is clear that current value of medico legal in UK market is over £250m.
This figure is dominated by claims of road accidents that make up more than 75% of total claims. The
 estimated rate with which the market is expanding is 5% to 6% annually from 2003 and onwards. It is
obvious from this figure that this expansion will continue at same rate in future.

 Similarly, the ratio of personal injuries claims is also growing up every year and is expected to continue
in future. Based on this estimation, it is predicted that cost incurred by personal injuries insurance
industry will rise from £8.4 billion during 2010 to £9.7 billion by 2014.

 However, claims for compensations raised due to diseases related conditions significantly dropped
during same time period.

Buyers and suppliers seek out the competition of a company if not receive appropriate deal. As this industry
completely depend on number incidence on workplace and number incidence on road so there is need to give
overview of the industry UK`s road victims

Key facts:

About 1,730 people were killed, 22,144 were badly injured on UK`s road in 2015.

 England experienced road fatalities in largest number during 2015 that was equal to 81% (more than
three quarters) of deaths on roads in UK.

 Northern Ireland encountered smallest number of road deaths than recorded 74 road fatalities and 711
serious injuries in UK.

 Largest percentage of the casualties in 2015 was of both the car drivers and car passengers that accounted
for over 44% of total road deaths.

 Child fatalities (0 to 15 years age) in England increased by about 2% during 2014-2015.

 In 2015, males accounted for over 76% of total road deaths, with about 70% of serious injuries across
Great Britain.

Though most of the road deaths (72%) in England were occurred on the urban roads in 2015, whereas
the ratio of road fatalities on the rural roads was also high (51%).

Casualties by countries:

United Kingdom: About 1,730 people were killed, 22,144 were seriously injured whereas total road casualties
were 186,189 in UK during 2015.
England: England experienced road fatalities in largest number during 2015 that was equal to 81% (more
than three quarters) of recorded road fatalities in UK. Most of these road deaths (235) took place in south East
while lowest (62) in North East of England.

Wales: The devolved administration of Wales experienced rise in road fatalities during 2015 from 103 road
deaths during 2014 to about 105 road causalities during 2015. In 2015, the number of road causalities was 7,682
that were 6% less than last year.

Scotland: About 162 people were killed, 1,597 were seriously injured and there were 10,950 road causalities
in Scotland in 2015. Most of these road casualties occurred on the built-up roads whereas most of the road
fatalities (88) took place on rural roads.

On Monday, UK government announced new rules according to which victims of road traffic accidents will get
high compensation pay-outs; this will lead to sharp decrease in the share prices of insurance group along with
fear of facing new huge claims. After the announcement of new rules, it is expected that public pursue will also
be drained because pay-outs for the medical errors from National Health Services (NHS) are predicted to
increase by £1billion annually. UK government has brought the change by revising the formula of discount rate
that calculates how much insurance companies or NHS must pay-out to the successful claimants in order to
cover lifetime care of these claimants. As a result of new rates, NHS or insurance companies will incur
substantially high claims costs than ever before. This situation will lead to sharp fall in share prices of insurers.
This move wiped £215 million to £230 million from pre-tax profits of Direct Line that was a worst hit with 6%
fall. Share price of Admiral fell down by 2.5% in response.

Compensation Recovery Unit of Government observed rise in personal injuries claims by 50% (773,000
injuries) per annum during 200-2014. During this time period, traffic rose a little while accidents reporting to
police deceased by 23%.
 There are 116 MROs and 721 Medical Experts that are active and
operational as well as accredited. According to latest information
by MedCo (September 2017), there are 116 MROs. This shows
that the competition level is high in the industry as all these
companies are operating under strict rules and regulations.
However, it is also important to note that the number of companies
fluctuate due to strict auditing practices by MedCo. This shows that the room for competition between
competitors remains open nevertheless. The organizations are competing with each other to meet the strict rules
and regulations and provide high quality services. Some useful figures in this regard are indicated below:

Searches:

 Only in September 2017 there were over 32,700 searches on MedCo system by claimants to find an
MRO
 More than 4600 searches looked for Direct Medical Expert (DME)
 13% of DME selections were for physiotherapists
 75% of DME selections for GPs.

MRO Audits:

• In January 2017 a program was commenced to audit all existing MROs

 • All applications for registration will be subjected to audit before MRO can become operational
• Additional audits may be commenced to identify the companies which are in breach of rules and
regulations

As stated in PESTEL analysis that the industry is highly regulated and regular audits of MROs are being
conducted from time to time. The enforcement actions taken so far have involved:

• 363 warning letters

• Suspension of 271 users from MedCo register
• 95% of the suspended members were reinstated after rectification of behaviour

The above number of MORs shows that the there is strong competitor in the market because all MROs are
providing same service on same price, so we have differentiated ourselves through introducing quality service
in the market.

Potential of New Entrants

The force with a new entrant enter the market also affect the power of a company. If it is less costly ad less time
consuming for the new entrant to enter into market and become an effective competitor, the more weakened the
company`s position in that market. Provision of independent and good quality medical services to support road
traffic accidents particularly related to soft tissues injury claims seems as key strand of Government`s reform
program for personal injuries sector. Qualifying criteria intends to make sure that the MROs (Medical Reporting
Organizations), both already registered and those which want to be registered with Medico Registration
Solutions have appropriately constituted businesses, sufficient resources to operate and satisfactory systems in
place to meet minimum required standard which act as barriers for new entrants to enter in market. Thus, starting
a Medical Reporting Organization in UK is quite difficult due to financial requirements, awareness and
understanding of this market and required skills. Moreover, entry in this industry is also difficult due to strong
legal barriers because a company can start its business as MRO only if it qualifies the MedCo criteria that
require sufficient money, experience, knowledge and skills. MRO needs to arrange sufficient amount of
financial capital for managing their cash flows that is very important component of such kind of business.

Power of Suppliers

The ability of driving up the prices of products and/or services dictates the power of suppliers. This force largely
depends on the presence of number of the suppliers of core components of products/services, uniqueness of
these components and switching cost for the company from previous supplier to new one. As suppliers are few
in number and large numbers of MROs companies are depending on them, than power of these suppliers is very
high in this industry. There are some particular suppliers such as Nephos who provide exclusive services to
MROs. The IT suppliers are of prime importance in this industry as they help in the management of workload.
Their bargaining power is higher as there is no complete alternative to them. MedCo may also be regarded as a
supplier as their portal is the only one on which all MROs are present. There is no alternate portal available.
This brings them in a strong position as well. Further, there are also other suppliers which includes computer
suppliers, general software suppliers, etc. However, their bargaining power is lower as there are alternates
available in market. Thus, the major supplier in the industry is MedCo portal because it is the only portal on
which all MROs are registered. There is no other alternate available. Therefore, all MROs have to compulsorily
get registered with and comply with the rules and regulations of MedCo. Besides, Nephos also has a strong
bargaining power as a supplier of the software. It is because its software is exclusively designed for MRO
industry. There is no visible alternate available in the market. Therefore, their bargaining power is also very
high.

Power of buyers

The extent to which the customers can drive the prices of products and services down determines the power of
the customers. This power largely depends on number of customers, their significance and the switching cost
for customers from previous company to new one which is zero in context of MROs that increase buyer
bargaining power to demand high quality services in minimum period of time. The customers who are smaller
in number usually have high power. The bargaining power of buyers is also high as when the claimant searches
on the portal, at least 10 results appear on the page. This gives them a wide variety of options to choose from.
One MRO has a one in ten chances of getting selected. Besides, there is no additional cost to be paid by the
claimant if he switches from one MRO to the other. The claimant can easily switch and don’t have to pay any
cost. Therefore, the bargaining power of buyer is very high. Therefore, it is essential that we provide the high-
quality services so that our customers are satisfied with our services and prefer us over others rather than vice
versa.

Threat of Substitutes

The products that can be used in the place of products and services of the company are called substitutes and
pose high threat for a company. For instance, if consumers rely on an organization in providing services or tools
that could be easily substituted with some other services or tools or by completing this task manually, the
company`s power will be weak if this substitution is less costly and fairly easy. Our main clients are solicitors
who use Medical Reporting Organizations to arrange the medical reports of claimants (their clients).
Alternatively speaking, they can instruct medical reports directly. They are also legally allowed to directly
instruct the medical professionals. In this case, solicitors have to make same payment and can chase the progress
of medical reports by selecting MROs so that they can divide their entire work load. So, we focus on attracting
them by delivering quality services and reports in accordance with their requirements. For comprehensive
medical evidences and quick case turnaround, we will prefer Nephosthis to make deals with clients because it
will allow us to easily access the doctors` appointments nationwide. We use mobile messages, text and emails
to provide immediate notification of appointments to our customers. We will arrange medical appointments
within short time period that will help us in attracting the clients and building long lasting relationships with
them.

SWOT analysis
SWOT analysis is one of the major tool to analyse ABC internal and external factor analysis.

Strengths Weaknesses

Owner experience in medical field

In depth understanding of the industry
Lack of experience in the MRO industry.
Ability to start up new MRO in the UK.
Lack of management skill of owner.
Sufficient funds to start MRO
Financial backup to support financial issues of company.

SWOT analysis of
abc Medical Solutions

Big industry
Reduce in number of MRO in total.
Chance to earn from expertise
Chance to use expertise to open Tier 1 MRO
Legally supported by government
•Brexit political changes
•Slow economic growth due to Brexit
•highly regulatory industry
•Much finance required to support unexpected cash flow
shortage.

Opportunities Threats
ABC Medical Solutions Strategies
As the overall strategies of any business divided from top to functional level strategies so there is need to discuss
our business competitive strategies first. We will promise with our clients for the delivery of high quality
services and medical reports that will enable us to continue our business and receive continuous instructions
from solicitors.

 Quality assurance - Our all medical reports will fully comply with CPR. When our experts will complete
the medical report, we will develop a team that will carry out the quality control procedure to ensure that all
reports meet highest quality standards. We will focus all of our attentions to reports to prevent them from
returning back to us in order to make amendments so that time wastage can be reduced overall.

 Turnaround times - Our clients will find us fast turnaround timers in generating reports. We will produce
in-house reports after examining the clients and will send it to respective solicitors within few days.

 Flexibility - We have capacity to accommodate all needs of our clients by performing activities in a
harmony in order to achieve require results.

 Coverage –We are currently covering some specified postcodes however we aim to expand it further to
larger panel of the medical experts nationwide. We will try to make sure that our clients are seen locally no
matter where they live.

 Own credit control - By building experienced and dedicated team we will ensure that all invoices are
properly followed and will make direct negotiation and liaise with account department of insurance
company. Through this we will reduce the administration burden of the solicitors.

Our service improvement process

The below figure shows our services delivery and improvement process to create customer loyalty and to
continuously improvement in our services.
Following are our services in this regard:

 Direct access and contact with decision making personnel

 Dedicated account managers for each client

 24 hours helpline services for the clients

 Our panel of specialist

Long lasting partnerships of ABC Medical Solutions Services with its clients will allow us to easily access its
innovative IT system and its sector leading services and offerings. Following are the pillars on which ABC
Medical Solutions Services has built its philosophy:

 Independence - delivered nationwide high-quality panel of the NHS`s medical experts

 Convenience - direct access to medical appointments that are available online every time.

 Quality - dedicated operational team and Account Manager to handle all cases from instructions to the
report delivery

 Innovation - continuous investment in new products and IT infrastructure, offering more values for
clients.

Marketing strategies

As the marketing strategies is complete set of different strategies because through marketing, a business can
effectively determine the customers` needs and requirements. It also enables us to identify target market and
required products and services to serve these identified target markets. Moreover, marketing is all around the
identification of customer’s need that leads towards customer satisfaction through providing them services more
than they expected and following are marketing strategies those around most important Ps of the marketing.

Price
Felexible
Promotion payment terms Product (Services)
Corporate relation all required
building through service commited
effecitive strategies to delivery quality

Place Acme Process

Providing service marketing Quick delivery
MedCo. strategies process

Product
. we are working with medico-legal industry we aim to efficiently manage and deliver medical reporting,
diagnostic services regarding personal injury claim, screening and rehabilitation. ABC Medical Solutions assists
its customers in achieving business growth through providing extraordinary services. ABC Medical Solutions
has set standards and values for it to follow. All actions of ABC Medical Solutions are based on these set
standards and values. The team of ABC Medical Solutions will be comprised of well experienced, professional
and intellectual industry`s experts who have ability to assist the clients in term of their medical, insurance and
legal sectors in order to do business efficiently. ABC Medical Solutions will be proceeding as group with aim
to provide extraordinary services with superior level of specialization to our customers so that we can become
most wanted solution providers for them.

Place

. We deeply and completely know about the reporting process and medical-legal infrastructure. Our expertise
in this field will benefit the customers a lot. Moreover, we will provide the surety to our clients that their
requirements are being handled efficiently and professionally. Each personal injury case is handed over to those
medical experts who are registered and have appropriate experience related to the assigned case. Selection of
experts is made on the basis of client preferences such as cost and waiting time of expert`s appointments and
distance from client`s residence. We will arrange all appointments according to client`s schedule and location
and their health issues.

Geographical coverage: As per the Office of National Statistics over 104 post codes are present in UK.
However, at present we are covering 22 post codes. The detail in relation to our geographical area is mentioned
in below map to this paper and the complete list of medical experts’ venues is given in appendix 2.
Process
When solicitors will instruct us to assign appropriate medical expert in order to assess client`s injury, from that
point we will start to make all possible efforts to ensure that clients have positive and satisfactory experience
with us. Clients will receive a questionnaire to fill along with appointment letter before being examined. Clients
will require bringing two identification forms along with this questionnaire to the appointments. We advise the
clients to reach at their appointments 15 minutes earlier than scheduled time. Medical experts will take client
history before examining the injury. Appointment will last around 10 to 15 minutes. After that, medical experts
will generate the report and will forward it to the solicitor immediately. We will provide an opportunity to client
to go through the report prior to send it to third party (the insurance company). If clients want to make any
change in report, they can inform the respective solicitor to make the require amendments. We will make a
careful selection of medical experts to make thorough and careful assessment of client`s injury and generate a
comprehensive and high quality medical report.

Price

Price refers to amount of the money a customer has to pay when purchase a product or avail a service. Price
includes various factors as shown in above figure that should be taken into consideration such as price setting,
discounting, credit and cash purchase and credit collection. We recognize that price include both the monetary
values of our provided services as well as effort or time customers want to expend for acquiring it. for a brand,
determining price is a most significant factor as it strongly influence the profit, demand, supply, and amount of
money invested in marketing and promotion strategies. Our clients value our provided services to much extent.
We will provide competitively priced, fully researched business to business and personal legal-expenses
insurance packages. In terms of price we will charge fixed price to all customer, but we will offer flexible
payment terms to our clients that would attract them with our quality of services.

Promotion

These include sales promotion, advertising, public relations and special offers. This “P” of marketing mix is
most important factor for the medical reporting service because solicitors are used to choose to divide work
load of their admin to organize claimant`s reports. In this way, communication is main component of our
medical services in order to meet customers` requirements. Communication not only means to just communicate
with solicitor but creating integrated communication systems with claimants, medical professionals and
solicitors so that each party can be satisfied at their required level. Additionally, we will send some corporate
gifts out client which include mouse pad, pens, and personal diary which will remind our company name within
their use of our gifts. We already hire one marketing consultancy firm to do deal with our marketing promotion
and communication activities.

Our strategy to overcome external threats and internal weakness

The overall strategy will transform our weakness towards strengths and these strengths will be used to get
maximum advantage from external opportunities. Additional these enhanced strengths will be used to minimize
the effect of external environment effect.
RECRUITING MEDICAL EXPERTS

We believe that if ABC Medical Solutions will only be made better if qualified individuals are recruited for
medical assessment. We aim at provision of exceptional services to our clients by employing highly qualified
individuals.

Joining the Expert Panel

A complete vetting process is followed with regard to hiring new experts. The minimum that is required from
experts by us is as follows:
  Details about accreditation of MedCo.
 Details about membership of GMC (CSP for the Physiotherapists)
 Details in respect of Professional Indemnity Insurer and related policy documents
 Agreement in respect of Anti-Bribery Policy
 The latest Resume
 Sample Report
 Venue Details
 Contact Details
 Training undertaken by the medical expert in respect of Nephex Medical
 Agreement about using Nephex Medical for writing reports

All experts are expected to reveal their agreement with statements referred above on their Nephex Medical
versions.

Any guidance required by them can be found here:

https://www.gov.uk/anti-bribery-policy

Once the required data is submitted by the experts, the terms of contract are being discussed with them. The
terms may differ from one contract to another due to various factors e.g. seniority, volumes, coverage, etc. All
experts on our panel are bound to:

(i) Notify ABC Medical Solutions immediately if they have not received any instructions from the firm

(ii) Notify ABC Medical Solutions if there arises a conflict with regards to the enforcement of
instructions forwarded to them.
 (iii) Maintain professional indemnity cover and also keep up with their registration requirements with
relevant professional body e.g. GMC, MedCo. This is essential and is required from every expert joining
the firm. If there are any changes applicable with respect to registration or policy in this regard then
experts are required to immediately notify ABC Medical Solutions

(iv) To publish notes about their availability on diary using Nephex Medical System. The availability is
maintained on 12 weeks rolling basis

(v) The reports will be generated and published electronically by the experts here at ABC Medical
Solutions by using the Nephex Medical System. In case the experts fail to provide report they should
immediately bring this into the notice of the firm by using the Nephex Medical System.

(vi) The experts will charge the rates according to the terms given below. All rates will be subject to
VAT and will regularly be updated on Nephex System.

(vii) The medical report will be generated and provided by the experts within three working days of
client’s appointment.

(viii) All of the addendum responses will be arranged by the experts within 5 working days.

(ix) All clarifications and any changes required in the report shall be made within three working days so
that the matter can be rectified in the original report.

(x) Those who did not attend the appointment their omission will be reported by the experts within
three working days.

(xi) Experts are only allowed to cancel clinics only in instances involving emergency situation. If it is
vital to cancel the clinic the expert will inform the ABC Medical Solutions as soon as possible.

(xii) Only those experts will be taken on panel who sign the contract

Managing substandard performance of Experts

The substandard performance of experts will be looked into and managed involving poor standard of reports,
late arrivals, and other complaints. In order to minimize the standard related issues, all experts will be hired on
the basis of grading criteria. Following criteria is employed in this regard:

Experts Grading

Following are the elements which form part of the grading for experts:
  Reports’ turnaround
 Amendments and Addendum reports
 Price
 Credit Terms

On the basis of the availability of claimant, we place the experts in the following categories:
 Platinum
 Gold
 Silver
 Bronze

Suspending/Removing the Experts from Panel:

Monitoring the Panel

We ensure by checking the reports’ content that it is in compliance with the requirements of the solicitors and
by checking report’s standard we ensure that it is in compliance with CPR (including the Truth Statement) and
that clear prognosis is provided. All experts are individually checked against their CSP/GMC membership and
accreditation of MedCo.

The fitness of the expert about practice related issues will be determined on their personal merits. To ensure
that there is no issue the experts will be audited every month.

In case poor standard issues are found warning, letters will be issued to the experts and if they fail to bring
change then they will be relieved from our panel

Personnel plan

Dr. XYZ will be responsible for the management of the business at start up. MedCo requires that there must at
least be one more employee who can deal with compliance and operations. Therefore, a compliance employee
will be appointed by the owner within six months of the operation of the clinic. Further, an assistant will be hire
after the six months of opening the clinic who will be trained to handle case work. For first two years there will
be a staff of total 3 persons. However, in fourth year of operation another person will be hired at ABC Medical
Solutions for the firm as the firm will be upgraded as Tier 1 MRO.

Appendices
Contact: info@snsolutionz.co.uk