Agentura Patient Flow: návrh podnikatelského plánu pro marketing v prémiovém zdravotnictví

The aim of this thesis is to develop a comprehensive business plan for the newly established Patient Flow agency, which specializes in performance marketing and client acquisition processes within the premium healthcare segment in the Czech Republic. The theoretical part introduces the principles of business planning and strategic management and presents the analytical tools applied in the thesis: PESTLE analysis, Porter's Five Forces model, SWOT analysis, Lean Canvas, and financial planning methods. The practical part applies these approaches to the Patient Flow business concept. It includes market and competitive analysis, customer definition through a persona and value proposition canvas, a marketing and sales strategy based on the Godfather Offer and Larger Market Formula concepts, and a financial projection in three scenarios. An integral component is qualitative research through semi-structured interviews with healthcare facility operators and a pilot case study that validate the key assumptions of the venture. The financial plan confirms the project's profitability from the first year of operation under a retainer-based model. The outcome is a coherent and feasible business plan that can serve as a foundation for the market entry and long-term strategic development of the Patient Flow agency.