Anda di halaman 1dari 15

1

Franchisee Guidebook
Year 2013 - 2014
Metropolis Sales and Marketing
Team


Franchising
Sharing a successful business model to create a business of your own.
A win-win situation that ensures freedom, autonomy and profitability.
Enter into a business that earns both profit and respect.
Become a part of the business that saves lives
Welcome to the world of Diagnostics!










Indias first multinational chain of Diagnostics
Offering the widest test range
Delivered through a network of 100 laboratories & 700 collection centres
Across Sri Lanka, Middle East and Africa





Table of Contents

TABLE OF CONTENTS .................................................................................................................................... 1
METROPOLIS FRANCHISING OPPORTUNITIES .................................................................................................. 1
Why opt for Metropolis Franchising? ....................................................................................................... 1
Metropolis Marketing Initiatives to help grow business? ........................................................................... 1
How can you use these marketing tactics to grow your Franchisee business? ............................................ 2
Who should opt for Metropolis Franchisee? ............................................................................................. 2
What it means to be a Metropolis Franchisee Owner? .............................................................................. 2
BUSINESS SPECIFICATIONS FOR A METROPOLIS FRANCHISEE .......................................................................... 3
Understanding the business terminology................................................................................................... 3
How should a Metropolis Franchisee be? ................................................................................................. 3
Metropolis Franchisee minimum space requirements: ........................................................................................... 3
Metropolis Franchisee minimum infrastructure requirements: ............................................................................... 3
Metropolis Franchisee minimum Human Resource requirements: ......................................................................... 4
Replicating Metropolis Audit Level Centre Quality .............................................................................................. 4
REQUIREMENTS FOR GETTING SELECTED AS A METROPOLIS FRANCHISEE ........................................................ 5
Financial Parameters ........................................................................................................................................... 5
Non-Financial Parameters ................................................................................................................................... 5
APPENDIX...................................................................................................................................................... I
Ideal Sample Collection at Metropolis Franchisee Centre .......................................................................... i
Example of a Monthly MIS for a Franchisee ............................................................................................. ii
A Sample of Checklist for Metropolis Franchisee ...................................................................................... iii
Metropolis Franchisee Form .................................................................................................................. vii


1
Metropolis Franchising Opportunities
Why opt for Metropolis Franchising?
Metropolis is amongst the few Pathology
corporates in India, whose primary
business is pathology. This makes
Metropolis experience in this business
model more competitive with a good
understanding of the consumer. The
company was founded in 1981 by a
renowned Pathologist, Dr. Sushil Shah,
who is currently the chairperson of
Metropolis. Metropolis provides 4500
specialized tests under a single roof
ranging from oncology to genetics,
molecular biology and immunoassays using best-in-class state-of-the-art diagnostic
equipment. Metropolis caters to over 50,000 doctors, 10,000 laboratories and hospitals,
processing more than 15 million tests annually. Alongwith the companys strength pathology
science and technology, it is backed by a dedicated team for sales and marketing. The number
of years of experience, diversification of pathology services and a strong leadership forms a
perfect environment for a Franchisee be a part of fast growing Indian Healthcare space.
Awards won by the company
Modern Medicare Diagnostic Company of the year in 2006
Frost and Sullivan Diagnostic Company of the Year in 2010.
Metropolis a Quality Brand,
The CMO Asia Award
E-health award in healthcare IT
Metropolis Marketing Initiatives to help grow business?
Having understood that Doctors are the
primary business drivers for pathology
business in India, Metropolis conducts
various Continued Medical Education
(CMEs) sessions for Doctors. This helps
Doctors to understand the test menu and
technologies available with Metropolis.
It conducts on an average 50 CMEs
around the year at different locations in India. In addition to Doctor Promotion the company
also conducts health camps to promote the brand and testing facilities to general audience.
This also helps to increase the foot fall at various Metropolis centres to generate business.

Metropolis CME Session for
Doctor Promotion
Metropolis Health Camp for
General Masses


2
How can you use these marketing tactics to grow your Franchisee business?
While to company undertakes these activities to strengthen its brand
name in various geographies, you too can use these marketing tactics to
grow your business, increase the number of foot falls and referred
samples to your centre. A Metropolis Franchisee can initiate activities for
his/her own centre. Based on the initiative impact the company can help
the centre to drive the activities with the assistance of the sales team
representative of the company. However since the business is yours, the
initiative ownership also lies with you; while the companys role would
be more on the supportive side.
Who should opt for Metropolis Franchisee?
Metropolis offers franchising
opportunities to enthusiastic business men
and women who are interested in
replicating the Metropolis business model
success in their locality. Individuals, who
with business are also interested in
creating a respectable service which
creates and supports health for their local
community. An ideal Metropolis Franchisee owner would be:
1. A local resident with valid identity and residence proof
2. A standing deposit of 3-5 lakh in a Nationalised Bank with one year transaction
record
3. A creative leader with a track record of running a business or displays the potential to
do so
4. Can independently drive and promote his/her own set-up
5. Provides company with a monthly record of business transactions in digital and
printed record
6. Believes in setting and maintaining quality set-up
7. Understands his/her client/patient needs providing them best quality service
What it means to be a Metropolis Franchisee Owner?
Having a Franchisee of a multinational chain of diagnostics, means
you are the representative of Metropolis in your locality. Given the
companys reputation in the market, having similar quality standards
to that of the company, is necessary for you to benefit from its
reputation and the business model. To have a successful Metropolis
franchisee the owner needs to ensure:
1. Look and feel similar to Metropolis: Ensuring collection
centre colour schematics similar to that of Metropolis.
2. Maintenance of basic hygiene to make the collection centre safe for the patients
3. Creating a welcoming environment for the patients and clients


3
Business Specifications for a Metropolis Franchisee
Understanding the business terminology
Based on the vicinity of a Metropolis lab a Franchisee can have:
1. Associate Referral Centre (ARC)
2. Associate Collection Centre (ACC)
A Franchisee centre which doesnt have a Metropolis network in vicinity functions as an
Associate Referral Centre. Since Metropolis lab is not in the vicinity, this Franchisee
operates more independently as compared to an Associate Collection Centre which has a
Metropolis lab in vicinity. Therefore an ARC has to generate business on its own generated
client based (with the support of the Sales team) and patient footfall. On the other hand, in
addition to the activities outlined an Associate Collection Centre can also be advised by
Metropolis to collect samples from the company clients like hospitals/Clinics/Nursing home.
All in all, an ARC is an independent unit supported by a sales team representative to generate
business; and an ACC gets some added support due to the vicinity of the lab.
How should a Metropolis Franchisee be?
Metropolis Franchisee minimum space requirements:
Branded with the Metropolis centre glow board prominently
displaying the existence of the centre in the area = Minimum
board size of 6X3. The Metropolis logo soft copy will be
provided by the company to help you design and make the board
Preferably located on the ground floor for patients ease of
access and good centre visibility
Have a minimum space area of 250 to 300 sq.ft. divided into
Patient waiting area
A phlebotomy/sample collection room
Lab material storage area
Toilet with a wash-basin/hand-washing facility
Preferable painted in white with colour elements of Metropolis
logo of Green/Yellow
Metropolis Franchisee minimum infrastructure requirements:
Phlebotomy/Comfortable blood collection chair
1 computer connected to Printer and Broadband internet
1 Centrifuge
1 needle burner
1 refrigerator dedicated to store samples
Continuous stock of disposable gloves and needles for sample collection
1 telephone
Waste disposal into two different waste collectors as General waste and bio-hazard
waste


4










Metropolis Franchisee minimum Human Resource requirements:
You. Your dedicated leadership to oversee the day-to-day
centre operations and drive the centre business
A centre manager with proven experience in managing small
service set-up
A dedicated, well trained phlebotomist for sample collection
with minimum DMLT qualifications
Therefore a Metropolis Franchisee centre should look, feel and
experience like a mini-Metropolis centre. The more closely you
replicate the centre to Metropolis Company owned labs/centres, the
better your business will be able to benefit from its brand and reputation.
Replicating Metropolis Audit Level Centre Quality
A Metropolis Franchisee would be subject to quality audits
from time to time, by a company representative. The
objective of these audits is to help you improve your centre
standards and to guide you develop a quality Franchisee
centre. The ideal blood sample collection procedure is
outlines in the appendix. Adherence to this standard
procedure is extremely vital for the safety your patient and
staff.

An ideal Phlebotomy
Chair
A needle burner for safe
disposal of Needles
Segregated Waste Disposal.
Orange General Waste
Yellow Bio Hazard Waste
Ensuring Basic Centre Requirements


5
Requirements for getting selected as a Metropolis Franchisee
A Metropolis Franchisee lead or interest is brought to the company by our Sales Team
Representative. The selection of the Franchisee is based on the following financial and non-
financial parameters, also covered under the Franchisee contract clause
Financial Parameters
Agrees to pay Refundable Security deposit of Rs. 50,000 to Metropolis
Healthcare Ltd.
Agrees to Minimum Investment of Rs. 2,00,000 to 3,00,000 for starting
a Franchisee centre
Agrees to Exclusivity Clause which makes the Franchisee a dedicated Metropolis
Centre. The centre should not run a business with any of the Metropolis competitors
(specified/unspecified) or any other lab
Agrees to Minimum expected revenue for an ARC of Rs. 50,000 over a period of 6
months, or Rs. 1,00,000 over a period of one year for the company. Therefore generating
a sustainable business record of Rs. 1,50,000 over a period of one and a half years and Rs.
2,00,000 over a period of two years
Agrees to Minimum expected revenue for an ACC of Rs. 75,000 over a period of 6
months, or Rs. 1,50,000 over a period of one year for the company. Therefore generating
a sustainable business record of Rs. 2,25,000 over a period of one and a half years and Rs.
3,00,000 over a period of two years
Agrees to Company Discount Policy and followed by the centre as per the company
guidelines
Non-Financial Parameters
Agrees to develop or has a centre described earlier in the infrastructure
need
Owner demonstrates/proves some experience in the healthcare industry
and understands the quality needs of a healthcare centre
Agrees that the Owner/Manager dedicates full time to run the business or appoints a
full-time centre manager having experience in healthcare
Agrees to Minimum HR Requirements met, as mentioned earlier
Agrees to Minimum marketing activities of one to two per year for centre promotion;
e.g. society camps with the help of Metropolis sales team representative. The camps
should be preferable branded with the Metropolis logo
Agrees to submit Monthly MIS submitted monthly to the sales team on a mutually
decided date
Monthly samples accepted with the reports delivery status
Sample details in the format of
Patient details like name, age, sex, test done and payment made
Client details like name, centre name and test done payment made
The MIS should state:
Tests in demand
Any consumer complaint or medico-legal case
Any other important client feedback


i
Phlebotomist explains the blood
collection procedure & uses a fresh
needle for blood collection which is
opened only after patient consent.
Appendix
Ideal Sample Collection at Metropolis Franchisee Centre
The following process depicts the blood sample collection process which has to be stringently
followed at the Franchisee Centre to ensure the safety of the patient and centre staff.














The patient is informed about the approximate
waiting time at the centre reception
The phlebotomist introduces himself/herself
and behaves pleasantly with the patient
Phlebotomist confirms the list of
tests to the patient and informs
the bill amount.
Phlebotomist used a fresh pair of gloves and
wears them only after patient consent.
Technician immediately discarded
the used needles and gloves in a
systematic manner


ii
Example of a Monthly MIS for a Franchisee

Sr.
No
.
Reference
lab/Doctor
/Patient
Name
Sample SID
No.
Sample
Collection
Date
Type
of
Sampl
e
Collec
ted
Tests
ordered
Test Report
Delivery Date
Amount Collected
(in Rs.)
Discount
Given
Revenue
Earned (in
Rs.)
Compl
aints
(If
Any)
1 Meenakshi
Sardesai
123456789 26-08-2013 Blood Complete
Blood
Count
27-08-2013 100 0 100 -
2 Rita 123456790 27-08-2013 Urine Urine
Analysis
28-08-2013 100 0 100 -
3 Leena 123456791 28-08-2013 Sputu
m
TB
Genotype
29-08-2013 1750 50 1700 Report
Delay
4 Mahesh 123456792 29-08-2013 Stool Culture 30-08-2013 1000 100 900 -
5 Kumar 123456793 30-08-2013 Blood Culture 31-08-2013 1000 100 900 -
6 Anjali 123456794 31-08-2013 Urine BUN 01-09-2013 500 0 500 -
7 Mohamma
d
123456795 01-09-2013 Sputu
m
TB
Genotype
02-09-2013 1750 100 1650 Wrong
report/r
epeat
test
8 Ryan 123456796 02-09-2013 Stool Culture 03-09-2013 1000 100 900 -
9 Christopher 123456797 03-09-2013 Blood Culture 04-09-2013 1000 100 900 -
10 Rituja 123456798 04-09-2013 Urine Urine
Analysis
05-09-2013 100 0 100 -
11 Kalyan 123456799 05-09-2013 Sputu
m
TB
Genotype
06-09-2013 1750 100 1650 -




iii
A Sample of Checklist for Metropolis Franchisee

Maintaining the integrity of the test sample at all stages of collection, handling and
transportation to the main laboratory plays a vital role in the reliability of test results.
Therefore, it is important to ensure quality at the collection centres.

CHECKLIST FOR MEDICAL LABORATORY COLLECTION CENTRES





iv







v



vi



vii
Metropolis Franchisee Form
Date:
Name of the interested party: ____________________________________________
Prior Healthcare Experience: Yes No
Local Resident of the Area: Yes No
Have Account Balance of 3 to 5 Lakhs: Yes No
Ready to invest 2 to 5 lakhs in the centre: Yes No
Have a centre already or ready to buy a centre with specifications of Metropolis
Yes No
Ready to agree the terms and conditions mentioned in the guide book
Yes No
Ready to adhere to minimum centre specifications and sample collection procedure as
mentioned in the guidebook
Yes No

Signature of the interested party
Signature and Date of the Metropolis Sales Representative
Signature and Date of the Metropolis Enquiry Sanctioning Representative