COMPLEX GERIATRIC CARE

The need of the elderly in geriatric services and social services is due to the health of patients, reduced mobility, loneliness and other objective factors, to prevent or mitigate actions which require outside help.In Russia in the framework of the "Strategy of actions in interests of citizens of advanced age", developed by the Government of the Russian Federation operates the national project "Demography" and the project of the Ministry of health of the Russian Federation "Area of concern".Created in the framework of these programs, the regional geriatric centres is focused mainly on social and psychological aspects of healthy aging.

With regard to outpatient care, it is in most cases in a General way in state hospitals. Created in the framework of these state programs, geriatric clinics and hospitals are available only in a few pilot areas and are often not professionally staffed.

Typically, rehabilitation programs are designed for long-term use of medical, psychological, and natural health therapies. To achieve a positive effect requires a daily procedure. The need for daily visits to the state geriatric centers and offices creates transport problems for the disabled elderly, and the remoteness makes them virtually inaccessible to rural residents.

According to experts annually not less than 4% of the population of Russia have a rest in sanatoriums, at the same time, the actual size of the target audience today is about 14% of the population. It can be assumed that older people can actively use them. However, obtaining the full set of geriatric services in existing private and public health centers for the elderly rather difficult for the following reasons:

1. Historically, in Russia the sanatorium belong to trade unions and large business corporations and primarily aimed at the treatment of working people and prevention of occupational diseases in people of working age.

2. Geriatric services require special conditions of project buildings and interior spaces, furniture and equipment of rooms, medical equipment and nutrition.

3. Geriatric care could be supported only by specially trained personnel.

Most modern resorts such requirements do not meet.

According to NP "the World of older generation", now in Russia about 270-280 thousand places in nursing homes. But it really requires at least 630 thousand beds, and by 2030 it will rise to 1 million places. For comparison, the 1 thousand people over 65 years in Russia, 14 beds in nursing homes, in Germany-33, Israel-27, US-65, in France -- 46.
Of the total number of seats only 50 thousand are in satisfactory condition. However, not everyone is happy with the quality of public services, and many are willing to pay for comfortable accommodation and professional care. Modern seniors want more than high quality of life, they are solvent, and this creates new opportunities for business.

Experts believe that the efficient cost of services in the maintenance of an elderly person are not less than 2,000 rubles a day, and if we follow the international standards of 2, 5 thousand rubles a day. At this level of prices to potential customers may include families with monthly income more than 60 thousand rubles per person, ranges from 6 to 10% of the population we are interested in the region.

The project envisages the provision of geriatric services to the population of the following regions of the Central Federal district Lipetsk, Voronezh, Tambov, Kursk, Orel, Belgorod. The choice of this region is due to the high indicators of level of living of the population, population density, the lack of competition. The total number of older people in these areas are 2 to 3 million people. Assuming that our services may be interested in the 1% of the total number of pensioners received 23 000 potential customers. For 100% of a pension requires from 800 to 1100 per year depending on length of stay that is less than 5% of the target group.

Today, services proposed by this project in our region are not available.

As competitors we consider private geriatric centers located in the Moscow region, health centres and state homes for the elderly and disabled in Lipetsk region. The choice of the Moscow centers due to the absence of such officially registered centres in the regions.

Location of the Guesthouse concerning the places of residence of potential customers is a very important characteristic. Family members of the patient should be able to come to him, to meet and to return to the maximum for a light day, not staying overnight.

The advantage of the project to private gerontological centers of Moscow expressed in a more affordable price and close location to the place of residence of potential customers at a comparable level of comfort and medical care.

In relation to local health centers our advantage is to be seen incorporated in the design solutions indoor and outdoor spaces aimed at a comfortable accommodation of the elderly in modern design of hotel rooms and places of recreation, specialized medical geriatric and entertainment programs.

When comparing the quality of services provided in the project and services of the state of orphanages stands out the advantage of as living conditions, medical care and entertainment.

Product line project provides various options of stay in a boarding house. The most widespread variant — accommodation in double rooms with an area 22 sq. m. the Cost of a day of stay based meals and provide no more than three medical services will be 2 700 — 2 900 RUB depending on length of stay and season. For more affluent customers of possible accommodation in private cottages with an area of 72 square meters with two bedrooms, a kitchen-living room and covered verandah. So, these cottages can be rented by relatives of the patients during their visit. The rental price of the cottage excluding the medical program is 6 000 RUB per night.

Besides included in the price of medical services the client may order additional medical services for a fee. All medical procedures are assigned in agreement with the doctor. The cost of medical procedures is expressed in terms of conventional units of labor costs multiplied by the cost of a conventional unit. In the calculation of the project cost of conventional units adopted at the level of 350-370 RUB.

For the implementation of the product the project includes the following channels:

• direct sales through its own website and sales offices we plan to open in the neighboring cities of Voronezh, Orel, Tambov, Kursk;

• sales Agency specialized in sales of medical rounds;

For product promotion we plan to use the following channels:

• advertising on the Internet Internet Advertising. Targeted contextual, SEO promotion, targeted advertising in social networks, push notifications, advertising in the videos on YouTube;

• advertising in mobile applications for Android and iPhone;

• banner advertising on local TV channels, Newspapers and radio stations;